ASA – Advertising Standards Authority

The ASA regulates advertising across all media, including TV, internet, sales promotions and direct marketing. They ensure ads are legal, decent, honest and truthful by applying the Advertising Codes. The ASA regulatory system is a mixture of self-regulation, the industry has voluntarily established and paid for its own regulation, for non-broadcast advertising and co-regulation, the ASA takes responsibility for maintaining standards for broadcast advertising in the UK. for broadcast advertising. Find out more about regulatory system for non-broadcast and broadcast advertising, and how advertising in the UK is controlled. The ASA keeps tabs on many different codes of conduct for advertising, for example; If there is a chance any viewer may be offended by the ad, Ads for alcohol should not be targeted at people under 18 years of age and should not imply, condone or encourage immoderate, irresponsible or anti-social drinking, and Ads fro cars should not contribute to a culture of dangerous, irresponsible or inconsiderate driving or motorcycling, especially among young drivers.