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Our executive

The Committees of Advertising Practice (CAP and BCAP) are supported in their work by the Advertising Policy and Practice department that sits within the overall structure of the ‘ASA system’ for UK advertising regulation. The team is responsible for code policy work, provision of pre-publication advice, on-going training for industry, writing and updating of guidance to help advertisers interpret the Codes, proactive monitoring of advertisements and, of course, a robust compliance function. 

  • Shahriar Coupal

    Director of the Committees, CAP and BCAP

    Shahriar Coupal is responsible for ensuring the proper running of the CAP and BCAP Committees and directing the self-regulatory system’s monitoring, compliance, regulatory policy and copy advice functions.

    Shahriar played a central role co-ordinating the first major review of the UK Advertising Codes and subsequent public consultation.

    Shahriar is also a Director of the Advertising Standards Authority (ASA). He joined the ASA from Ofcom in 2005 when the ASA took on responsibility for regulating broadcast advertising.

  • Malcolm Phillips

    Regulatory Policy Manager

    Malcolm did postgraduate work in English Literature before moving to London and joining the Advertising Standards Authority as an Investigations Executive, moving to the Committee of Advertising Practice (CAP) in 2007.

    In 2009, he took over as manager of the CAP Regulatory Policy team, which assists CAP and BCAP in ensuring the Advertising Codes remain relevant and fit for purpose, for example by ensuring they are, where appropriate, responsive to changes in public policy and that they are consistent with the law. The Regulatory Policy team has recently undertaken projects on TV scheduling, advertising of cosmetic interventions, and e-cigarette advertising.

  • Nick Hudson

    Operations Manager - Compliance

    Nick heads up the Compliance function of the ASA and CAP, which helps to create a level playing field for advertisers by ensuring the findings of upheld ASA rulings are implemented by all advertisers who may be affected, surveys trends across different sectors and proactively addresses ads found to breach the rules.

    He was previously Manager of the Copy Advice function, providing advice, guidance and training to advertisers and the industry. He was also Assistant Secretary to the General Media Panel. He moved to head up the Compliance function in 2014.

    With an LLB in Business Law, Nick started his working life in advertising, working in several ad agencies in the account handling department for over ten years. 


    David Hollis

    Operations Manager - Copy Advice

    David studied Economics at The University of Hull before going to teach English in Japan and Spain. He joined the ASA in 2004 as a Complaints Handler before moving to the Investigations team, first as an Investigations Exec and then, in 2009, as Investigations Manager. He took over as Operations Manager for Copy Advice and Assistant Secretary to the General Media Panel (GMP) in 2014. The Copy Advice team provides advertisers, agencies, media owners and media service providers with a free and confidential advice service, giving an informed view of the likely acceptability of non-broadcast marketing communications under the CAP Code. 

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