What the Codes cover

The Codes apply to most advertisements, sales promotions and direct marketing.  They do not, however, cover claims companies make on their own websites, shop display or point-of-sale material.  The advertising codes can be viewed by clicking here.

Some types of marketing covered by the codes are also covered by legislation, such as that for medicines and some aspects of financial services advertising.  Marketers should ensure that their marketing communications comply with any legal requirements as well as the advertising codes.

The ASA investigates complaints about:

• The content of advertisements, including newspaper and magazine ads, TV, radio and cinema commercials, posters, SMS, MMS and e-mail ads, leaflets, brochures, direct mailings and Internet banner and pop-up ads
• The administration of sales promotions (short term offers, prize promotions etc.)
• The non-receipt of mail order goods and sales promotion offers or refunds
• The use of personal data for direct marketing purposes, specifically complaints about companies sending direct marketing to people who have already requested not to be sent it.

For a guide to the ASA's role within new media, including on the Internet, take the New Media Guided Tour.

The advertising codes are available on both the ASA and CAP websites The advertising codes