The Role Of The Advertising Standards Authority

The Advertising Standards Authority (ASA) is the self-regulatory organization of the advertising industry in the UK. Its role is to “regulate the content of advertisements, sales promotions and direct marketing in the UK by investigating complaints made about ads, sales promotions or direct marketing”.  They decide whether such advertising compiles with its advertising standards codes. These codes are in order to make sure before they submit a marketing way of communicating, they must provide evidence to prove all claims, that the communication given across is not mislead by inaccuracy or exaggeration etc.