The ASA is the UK's independent regulator of advertising across all media, now including marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes. They deal with complaints about advertising.
Their work includes acting on and investigating complaints as well as monitoring and taking action against misleading, harmful or offensive advertisements, sales promotions and direct marketing.
The types of ads the ASA deal with include:
- Magazine and newspaper advertisements
- Radio and TV commercials (not programmes or programme sponsorship)
- Television Shopping Channels
- Posters on legitimate poster sites (not fly posters)
- Leaflets and brochures
- Cinema commercials
- Direct mail (advertising sent through the post and addressed to you personally)
- Door drops and circulars (advertising posted through the letter box without your name on)
- Advertisements on the Internet, including banner and display ads and paid-for (sponsored) search
- Marketing communications on companies’ own websites and in other, non-paid-for space under their own control
- Commercial e-mail and SMS text message ads
- Ads on CD ROMs, DVD and video, and faxes
- We regulate sales promotions, such as special offers, prize draws and competitions wherever they appear.
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