ASA welcomes one stop shop decision

15 October 2004

The Advertising Standards Authority (ASA) today welcomed Ofcom's announcement on the future regulation of broadcast advertising. Following public consultation, Ofcom's board has approved proposals to contract out responsibility for the day-to-day regulation of radio and television commercials to a 'one stop shop' run by the Advertising Standards Authority.

If Parliament approves the contracting out plan, the ASA, which has been responsible for supervising the self-regulation of non-broadcast advertising for over forty years, will take on its new responsibilities on 1 November. The system will be funded by the advertisers, via a levy on broadcast airtime expenditure.

While the ASA will offer consumers a single point for complaints, behind the scenes a new organisational structure will ensure that the continuing self-regulation of non-broadcast advertising operates independently from Ofcom. The day-to-day decision-making on broadcast advertising complaints will be contracted out to the ASA, but Ofcom will act as a back stop, enforcing compliance with the codes and with ASA decisions through their licensees - the TV and radio broadcasters.

Welcoming the announcement, ASA's Chairman, Lord Borrie, QC, said that the new system would be as effective as statutory regulation: "Over four decades the ASA has proved itself able to tackle even the biggest advertisers without the need for statutory powers. Combining the ASA's credentials and experience with Ofcom's legal backstop will create a robust system for regulating campaigns across all media and focused on maintaining the highest standards for the benefit of the public.

"Already this year we have had to turn away nearly 2,500 members of the public who have approached us with concerns about TV and radio commercials which are currently outside our remit. Having the ASA as a one stop shop for complaints about almost all advertising in the UK will mean a simpler and more accessible standards system for consumers and more consistent decision making for the benefit of the advertising business."

The decision will mean significant changes for the ASA, including additional staff, a new brand identity and a move to somewhat larger premises.

Please visit the microsite, accessible from our homepage, for more detailed information on the new "one stop shop" ASA.