Advertising Standards Authority (United Kingdom)

Advertising Standards Authority
AbbreviationASA
TypeSelf-regulatory organization
PurposeAdvertising regulator
HeadquartersCastle House, 37–45 Paul Street, Shoreditch, London[1]
Region served
United Kingdom
Chairman
David Currie, Baron Currie of Marylebone
Chief Executive
Guy Parker
Main organ
ASA Council and Board
Websiteasa.org.uk

The Advertising Standards Authority (ASA) is the self-regulatory organisation of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. However, its code of advertising practice[2] broadly reflects legislation in many instances. The ASA is not funded by the British government, but by a levy on the advertising industry.

Its role is to "regulate the content of advertisements, sales promotions and direct marketing in the UK" by investigating "complaints made about ads, sales promotions or direct marketing", and deciding whether such advertising complies with its advertising standards codes.[3] These codes stipulate that "before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation" and that "no marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise".[4][5] The agency has also restricted ads featuring scantily clad women.[6]

Guy Parker has been chief executive of the ASA since June 2009.[7]

  1. ^ "The ASA and CAP are moving".
  2. ^ "About the Advertising Standards Authority". Archived from the original on 15 October 2008. Retrieved 10 October 2008.
  3. ^ "Advertising Standards Authority: A short guide to what we do". Archived from the original on 11 November 2008. Retrieved 10 October 2008.
  4. ^ "The CAP Code: Substantiation Rule". Archived from the original on 16 September 2008. Retrieved 10 October 2008.
  5. ^ "The CAP Code: Truthfulness Rule". Archived from the original on 15 September 2008. Retrieved 10 October 2008.
  6. ^ "This Femfresh Ad Has Just Been Banned for Being Too Sexual".
  7. ^ "Close-up: Confident Parker settles into the ASA hot seat". LexisNexis. 17 July 2009. Retrieved 29 September 2010.