THE RULES FOR ADVERTISING
When we receive a complaint or see an ad we think may be a problem, we check the ad against the advertising standards codes. Having the standards expected of ads laid down in sets of codes means both advertisers and consumers know the rules of the game. If an ad then appears that doesn't meet the codes, we can remedy the problem by getting the ad changed, re-scheduled, or withdrawn altogether.
The main principles of the codes are:
- Advertisements should not mislead
- Advertisements should not cause serious or widespread offence
- Advertisements should not cause harm
- Advertisements should be socially responsible
- Advertisements should have regard for the principles of fair competition
Some other important rules
The advertising standards codes also cover:
How sales promotions are run – prize draws, competitions, free offers etc.
How advertisers use your personal information to advertise to you – direct mail, e-mail and text messages.
Making sure consumers get the mail order goods or refunds when ordering from newspapers and also promotional items.
Making sure that TV commercials are scheduled at an appropriate time, i.e. away from kids shows or after the watershed.
Click here to read the advertising standards codes on our website. |
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Advertising that falls under the ASA spotlight
We deal with most types of advertisement, from TV and radio commercials, newspaper and magazine ads to direct mail, ads on DVD and CD Rom and faxes. Click here for a list of what's inside and outside our area of control. |
Who judges ads against the codes?
The ASA Council is responsible for deciding if ads break the rules laid down in the advertising standards codes. Click here to read about the ASA Council members. The majority of Council members are independent of the ad industry. A minority are from the industry; acting as individuals rather than representatives of companies, they bring their experience of the how the industry works to Council deliberations. Some Council members makes decisions about TV and radio ads, some make decisions on non-broadcast ads, some Council members rule on all ads. The ASA Council is chaired by Lord Borrie QC. |
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Who writes the rules?
The advertising industry is responsible for drawing up the rules in the advertising standards codes. The Committee of Advertising Practice's broadcast and non-broadcast committees write the rules, the broadcast rules needing approval from the communications regulator, Ofcom. The benefits of self-regulation is that those who write the rules are more likely to stick to them. That's not to say the rules aren't tough. For instance the burden of proof for advertising claims rests on the advertisers and the ASA Council is robust in its independent application of the Codes. The ASA/CAP system of regulating UK advertising was endorsed last year when all parties in parliament agreed to extend the ASA and CAP's remit to broadcast advertising.
Find out more...
Take the guided tour for consumers to find out more about how we keep advertising standards high
Get some top tips on how to make advertising better, from how to deal with spam to how to spot scams.
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