The ASA (Advertising Standards Authority) is the independent body set up by the advertising industry to police the rules laid down in the advertising codes. The strength of the self-regulatory system lies in both the independence of the ASA and the support and commitment of the advertising industry, through the committee of advertising practice (CAP), to the standards of the codes, protecting consumers and creating a level playing field for advertisers.
ASA can stop misleading, harmful or offensive advertising. ASA can ensure sales promotions are run fairly. They can help reduce unwanted commercial mail, either sent through by the post, by e-mail or text message, and can resolve problems with mail order purchases.
The ASA investigates complaints made about adverts, sales promotions or direct marketing. Anyone has the right to complain to the ASA. Most complaints are made through the complaints form on their website. ASA publish their adjudications on complaints on their website every wednesday.
ASA research into many areas to help with their work, including research into people's attitudes towards advertising and compliance with the advertising standards codes within specific sectors and media.
The Advertising standard codes are separated out into codes for TV, radio and all other types of ads. There are also rules for teletext ads, interactive ads and the scheduling of television ads. The main principles of the advertising standards codes are that ads should not mislead, cause harm, or offend.
