The Advertising Standards Authority regulates all advertising across UK media by enforcing the Advertising Codes written by the Committees of Advertising Practice. The ASA handles complaints and monitors media itself to remove advertising that misleads, harms, or offends consumers. The UK Advertising Codes establish responsible advertising rules for all parties to follow, containing general standards plus specific guidelines for advertising directed at children and certain product sectors like alcohol and finance.

1. About ASA
The Advertising Standards Authority is the UK’s independent regulator of
advertising across all media. We apply the Advertising Codes, which are
written by the Committees of Advertising Practice. Our work includes acting
on complaints and proactively checking the media to take action against
misleading, harmful or offensive advertisements.
Advertising Codes
The UK Advertising Codes 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.