Advertising Standards Authority

1. Advertising Standards Authority

The Advertising Standards Authority (ASA) is a self-regulatory organization of the advertising industry in the United Kingdom. It is responsible for ensuring that advertisements are legal, decent, honest, and truthful, as well as for protecting consumers from misleading or harmful advertising.

History

The ASA was established in 1962 to oversee the British Code of Advertising Practice, which was created to ensure that advertisements are socially responsible and do not mislead consumers. Over the years, the ASA has evolved to cover a wide range of media, including print, broadcast, and online advertising.

Structure and Function

The ASA operates independently of the government, although it works closely with other regulatory bodies such as Ofcom and the Competition and Markets Authority. It is funded by a levy on the advertising industry, which is collected by the Advertising Standards Board of Finance (ASBOF).

The ASA's main functions include:

• Investigating complaints about advertisements from the public and industry.
• Monitoring advertisements to ensure compliance with the advertising codes.
• Taking action against advertisements that breach the codes, which can include requiring the ad to be withdrawn or amended.

Advertising Codes

The ASA enforces the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and the UK Code of Broadcast Advertising (BCAP Code). These codes are designed to ensure that advertisements are:

• Not misleading or deceptive.
• Not offensive or harmful.
• Socially responsible.

Complaints Process

Anyone can lodge a complaint with the ASA if they believe an advertisement breaches the advertising codes. The ASA assesses each complaint and decides whether to investigate. If a complaint is upheld, the advertiser is usually required to amend or withdraw the advertisement.

Impact and Criticism

The ASA plays a crucial role in maintaining public trust in advertising. However, it has faced criticism for being too lenient or too strict in certain cases. Some argue that its self-regulatory nature may lead to conflicts of interest, while others praise its ability to adapt to new advertising challenges, such as online and social media advertising.

Also see

• Ofcom
• Competition and Markets Authority
• Advertising Standards Authority for Ireland
• Broadcasting Code