ASA – The Advertising Standards Authority

The Advertising Standards Authority deal with complaints from the public about adverts which may be deemed inappropriate. It is the ASA’s responsibility to remove the advert from TV and other sources. Their role is to proactively check adverts for any misconceptions and inappropriate content or messages. Their aim is to make every UK TV ad a responsible TV ad.

The 5 strands of the ASA’s strategy:

‘1 Understanding: We’ll be an authority on advertising and active on issues that cause societal concern.  We’ll be open to calls for regulatory change, acting purposefully and in a timely fashion, while being fair and balanced in our assessment of the evidence and arguments

2 Support: We’ll provide support to advertisers to help them create responsible ads. We’ll increase, improve and better target our advice and training so every business has access to the information and support it needs

3 Impact: We’ll spend more time on matters that make the biggest difference. Focussing on our existing remit, we’ll spend less time tackling ads that cause little detriment to consumers or on the vulnerable. But, where a complaint indicates that the rules have been broken, we will always do something

4 Proactive: We’ll be proactive and work with others. We’ll use a wide range of information to identify and tackle problems to make sure ads are responsible, even if we haven’t officially received a complaint.

5 Awareness: We’ll increase awareness of the ASA and CAP. We will make sure that the public, civil society and the industry know who we are and what we can do, so they can engage with us when they need to, and have confidence in our work.’

(Sourced from