Download The role of the Advertising Standards Authority

The role of the Advertising Standards Authority
The Advertising Standards Authority is the UK’s independent regulator of
advertising across all media. They apply the Advertising Codes, which are written
by the Committees of Advertising Practice. Their work includes acting on
complaints and proactively checking the media to take action against misleading,
harmful or offensive advertisements.
This means that before the advertisement is released the ASA have to check that
it is suitable for the public domain. This means checking images, language and
any messages the advertisement is trying to bring across. For example you
cannot say your product is the best as this cannot be proved and is therefore
false advertising.
The CAP codes are the UK Advertising Codes which lay down rules for
advertisers, agencies and media owners to follow. They include general rules that
state advertising must be responsible, must not mislead, or offend and specific
rules that cover advertising to children and ads for specific sectors like alcohol,
gambling, motoring, health and financial products.