The Agency Standards Authority is the UK's independent regulator of advertising across all media. It applies the Advertising Codes written by the Committees of Advertising Practice to regulate the content of advertisements, sales promotions and direct marketing in the UK by investigating complaints and determining if ads comply with advertising codes.

1. Agency Standards Authority ~ what is it?
The Agency Standards Authority is the UK’s independent regulator of
advertising across all media. They apply the Advertising Codes; these are
written by the ‘Committees of Advertising Practice’. They’re work includes
acting on complaints/proactively checking the media to take action against
misleading, harmful or harmful advertisements. Its part 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 agreeing either such advertising complies with its advertising
requirements codes.