The ASA is the independent regulator of advertising across all media in the UK. They regulate advertising through acting on complaints and proactively checking media to remove misleading, harmful, or offensive ads. There are two main types of advertising regulation: self-regulation, led by the advertising industry, and co-regulation where the ASA regulates TV and radio ads under contract from Ofcom. The BCAP Code sets standards for all ads, including those for radio, TV, teleshopping, and interactive TV. It is enforced by the ASA, who can remove or change non-compliant ads. The codes specifically for print media include standards for gambling, alcohol, weight control, pornography, and competitions ads. Advertisers can use

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The ASA is the UK’s independent regulator of
advertising throughout all aspects of media.
They work by acting on complaints and actively
checking the media to take action against
misleading, harmful or offensive
advertisements.
There are different types of regulation and these are Self-regulation and Co-regulation. Self-
regulation means that the ad industry has voluntarily established and paid for its own
regulation. Co-regulation sees the ASA given responsibility on a day-to-day basis for
regulating the content of broadcast (TV and radio) ads under contract from Ofcom.
The BCAP Code applies to all advertisements which include everything from teleshopping to
interactive TV ads. It also applies to programme sponsorship credits on radio and television
services licensed by Ofcom. It is enforced by the ASA they take action to remove or amend
ay ads that breach these rules. All advertising codes are kept up to date.
I will talk about 5 of the codes that only apply to print media these will include; Gambling,
Alcohol, weight control and slimming, Pornography and competitions. These are a few of
the basic rules that are used for broadcasting and must be followed by everyone. I will give a
basic definition for the rules that are needed to be followed below.
Gambling – This rule is designed to ensure that people under the age of 18 and other
vulnerable people are not exploited by advertising that advertises gambling.
Competitions – All competitions should be made fair and the prizes should be described as
they actually are and must be clear to the audience.
Pornography – Adult entertainment should have restricted access. This meaning it isn’t so
accessible for those who are not over the age of 18
Alcohol – Advertisements for alcoholic drinks shouldn’t be targeted for anyone under the
age of 18 nor should it imply this.
Weight control and slimming – for this adverts aimed towards weight control must receive
high levels of scrutiny.
CAP have created numerous services that will prevent getting banned by ASA by complying
with the rules. Advertisers can use the service to help them comply with the rules and also
be good at the same time. There are training events and websites you can use to learn more
about it.
Advertisers can make a complaint about other adverts if they think it is necessary but to do
so they have to present valid evidence. You have to have this before ASA can take it into
their own hands. ASA have a process which consists of 5 steps, firstly a competitor will need
to contact the advertiser by registered post or any other way before making a complaint to
ASA. It must be appropriate and include detail on their claim. Step two is that it must be

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signed by the senior officer of the competitor complainant. Step three would be for example
if you were complaining about an online marketing communication then you should include
a screenshot of the complaint on their website. After this step four would be to wait 5
working days for a response, if it doesn’t come to an agreement then you can contact the
ASA. To finally send the complaint to the ASA you should include a copy of the letter setting
out concerns and should be submitted with a copy of the complete response from the
advertiser. Try to limit your complaints if you have more than one, shortly after you should
be contacted by an ASA investigator.