Advertising Standards Authority

Advertising Standards Authority, or ASA, exists to ensure that consumers can trust the ads they see, not just enjoy them. They make sure ads are legal, decent, honest, and truthful. They have advertising codes and act fast when marketing communications break those rules.

One thing they do is accept complaints. One complaint can lead to an ad being withdrawn and the ASA makes sure the procedure to file these complaints is quick and easy. If you need to make a complaint, simply call the ASA and discuss the matter at hand. If the complaint is covered by the ASA, they will give you the name of the person who will handle your case and be your point of contact. All complaints are anonymous, unless you're asking for you name to be taken off a mailing list.

The ASA rules are designed to ensure that advertising does not mislead, harm, or offend. There are certain products for which consumers are protected such as alcoholic drinks, health and beauty claims, children, medication, and gambling.

There are two primary types of codes that the ASA regulates. One is called the CAP code. These rules apply to non-broadcast marketing communications, like newspapers and cinema. The BCAP code applies to all advertisements and program sponsorship credits on radio and television, like broadcasters and teleshopping.

There is a list of certain advertising that the ASA can regulate, like magazine and newspaper ads, radio and TV commercials, TV shopping channels, posters, and more. There are also some that don't cover like credit advertising, data protection, amount of direct mail, discrimination, editorial content, and a few others. Before deciding if a complaint is necessary make sure you find out if it is covered by the ASA or not.