Advertising Standards Authority

The Advertising Standards Authority (ASA) is the UK's independent regulator for advertising across all media. Its primary role is to ensure that advertisements are legal, decent, honest, and truthful by applying the Advertising Codes. These codes are written by the Committees of Advertising Practice (CAP) and cover both broadcast and non-broadcast media. The ASA investigates complaints about ads, monitoring their compliance and taking action against misleading, harmful, or offensive advertisements. The organization aims to protect consumers and maintain trust in advertising by holding companies accountable to high ethical standards. If an ad is found to breach these standards, the ASA can demand its amendment or removal.