The Advertising Standards Authority is the independent body set up by the advertising industry to police the rules laid down in the advertising codes. The strength of the self-regulatory system lies in both the independence of the ASA and the support and commitment of the advertising industry, through the Committee of Advertising Practice (CAP), to the standards of the codes, protecting consumers and creating a level playing field for advertisers.
The ASA's mission is to apply the advertising codes and uphold standards in all media by being a being a customer focussed, best practice regulator, where expertise is valued and shared. This section outlines our mission, vision and values in full.
The ASA Council is responsible for deciding if advertisements meet the requirements of the advertising standards codes.
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