ASA The Advertising Standards Authority

ASA The Advertising Standards Authority

The 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.


Concerns over Taste & Decency.


About 20% of all of the complaints received by the ASA are about advertisements that have caused offence. Judging these complaints is a delicate task, and the ASA interprets the British Code of Advertising, Sales Promotion and Direct Marketing, which states that advertisements should not cause serious or widespread offence, and that special care should be taken not to offend on the grounds of race, religion, sex, sexual orientation or disability. A lot will depend on the medium used and the context of any particular advertisement, and the ASA conducts regular research to gauge public opinion on these issues.

Recent Adjudications:
Spearmint Rhino
The Taxi Shop
Guardian Newspapers Ltd
Carter Products Ltd
United International Pictures (UK)
Lastminute.com plc
French Connection Group plc
Onetoo Ltd
Greene King plc
Design Direct Ltd

Concerns over Children & Advertising


The effects of advertising on children, and the use of children in advertisements, are particularly sensitive issues. The CAP Code includes a number of requirements and special rules covering 'pester power', direct appeals to children, and parental permission to buy.

Recent Adjudications:
Kellogg Company of GB Ltd
Hachette Filipacchi (UK) Ltd
Carter Products Ltd
United International Pictures (UK)
Kellogg Company of GB Ltd
Greene King plc
Design Direct Ltd
EMAP Consumer Media Ltd
Data Call Information Services
Beverage Brands (UK) Ltd