Regulatory system at a glance

The UK advertising industry is respected and emulated around the world, not only for its creativity and effectiveness, but also for the well-established system of self-imposed controls it has developed for advertising.

The advertising self-regulatory system is based on an agreement between advertisers, agencies and the media owners that each will act in support of the highest standards in advertising, to ensure that all ads are legal, decent, honest and truthful.

How it works

The Advertising Codes (rules) are written and maintained by two industry bodies, the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). CAP is responsible for the non-broadcast Code and BCAP is responsible for the broadcast Code.

The Advertising Standards Authority (ASA) is the independent body that administers the Codes and investigates complaints.

It is not a voluntary system - all ASA upheld adjudications are strictly enforced by a range of industry sanctions – and it is entirely funded by industry.

In addition to writing the Codes, CAP & BCAP also offer an extensive range of training and guidance services to advertisers to help them abide by the rules. 

What do the Codes cover?

• Print and press ads
• Posters
• Direct mail
• Television and radio ads
• Competitions, special offers
• E-mail and text messages
• Internet (banners, pop-ups, virals, sponsored search, marketing communications on companies’ own websites and other non-paid for space under their control.) 
• Teleshopping 
• Cinema commercials
• Promotions 
• And more.

Benefits of the system

The UK advertising self-regulatory system brings great benefits for consumers, society and for business:

• Easier for consumers – Single advertising regulator for all complaints. 
• Free to the taxpayer – The system is funded by the industry, not the tax payer.
• Simpler for advertisers – Nearly all aspects of advertising regulation are under one roof.
• Technology neutral and high standards for all approach – All ads, wherever they appear, are subject to the same high standards.
• Harmonious decision making – Cross media adjudication decisions are made by a single body, the ASA. 
• Corporate social responsibility –The advertising industry has a strong interest in maintaining the system and a level playing field, not least to maintain high levels of consumer trust in advertising, but also because advertising self-regulation is a cost-effective way to resolve grievances.