2. • The ASA is the Advertising Standards Authority. They are responsible for
the regulation of adverts that are released to the general public.
• They ensure that all advertising within media is legal, decent, honest and
truthful, to the benefit of consumers, business and society.
ASA: WHAT DO THEY DO?
3. • The ASA is funded by the advertising standards board of finance
abbreviated to “ASBOF”, and the and the Broadcast Advertising Standards
Board of Finance abbreviated to “BASBOF”.
• They also receive a small income from charging for some seminars and
premium industry advice services.
ASA FUNDING
4. • Self-regulation means that the industry has voluntarily established and paid
for its own regulation.
The system works because it is powered and driven by a sense of corporate
social responsibility amongst the advertising industry. Advertisers have an
interest in maintaining the system because:
• Making sure that consumers are not misled, harmed or offended by ads
helps to maintain consumer confidence in advertising. Advertising that is
welcomed by consumers is good for business.
• It maintains a level playing field amongst businesses. It is important for fair
competition that all advertisers play by the same rules.
• Maintaining the self-regulatory system is much more cost-effective for
advertisers than paying the legal costs of a court case.
ASA: SELF-REGULATION AND THE REGULATIONS OF
NON-BROADCASTING ADVERTISING
