ASA

What the ASA does

The Advertising Standards Authority is the UKs independent regulator of advertising across
all media. We apply the Advertising Codes, which are written by the Committees of
Advertising Practice. Our work includes acting on complaints and proactively checking the
media to take action against misleading, harmful or offensive advertisements.
In this section you can find out how advertising regulation works, who our key people are
and information about our performance.
How is the ASA funded?
They are funded by advertisers through an arms length arrangement that guarantees the ASAs
independence. Collected by the Advertising Standards Board of Finance (Asbof) and the Broadcast
Advertising Standards Board of Finance (Basbof), the 0.1% levy on the cost of buying advertising
space and the 0.2% levy on some direct mail ensures the ASA is adequately funded to keep UK
advertising standards high. We also receive a small income from charging for some seminars and
premium industry advice services.

How does regulation work?

Independent regulator for advertising across all media, our work includes acting on complaints and
proactively checking the media to take action against misleading, harmful or offensive
advertisements, sales promotions and direct marketing.
If we judge an ad to be in breach of the UK Advertising Codes, it must be withdrawn or amended and
the advertiser must not use the approach again. In 2012 we considered 31,298 complaints about
18,990 cases and we actively checked thousands of ads. Our work led to 3,700 ads being changed or
withdrawn.

What sanctions can the ASA impose?

The majority of sanctions for non-broadcast advertising are co-ordinated through CAP,
whose members are trade associations representing advertisers, agencies and media. There
are several CAP sanctions, which can be employed in different circumstances:
Ad Alerts - CAP can issue alerts to its members, including the media, advising them to
withhold services such as access to advertising space.

Withdrawal of trading privileges - CAP members can revoke, withdraw or temporarily

withhold recognition and trading privileges. For example, the Royal Mail can withdraw its
bulk mail discount, which can make running direct marketing campaigns prohibitively
expensive.
Pre-vetting - Persistent or serious offenders can be required to have their marketing
material vetted before publication. For example, CAPs poster industry members can invoke
mandatory pre-vetting for advertisers who have broken the CAP Code on grounds of taste
and decency or social responsibility the pre-vetting can last for two years.
Sanctions in the online space - CAP has further sanctions that can be invoked to help ensure
marketers claims on their own websites, or in other non-paid-for space under their control,
comply with the Codes.

How does self regulations of non-broadcast advertising work?

The system works because it is powered and driven by a sense of corporate social
responsibility amongst the advertising industry. Advertisers have an interest in maintaining
the system because: Making sure that consumers are not misled, harmed or offended by
ads helps to maintain consumer confidence in advertising. Advertising that is welcomed by
consumers is good for business. It maintains a level playing field amongst businesses. It is
important for fair competition that all advertisers play by the same rules. Maintaining the
self-regulatory system is much more cost-effective for advertisers than paying the legal
costs of a court case.