Unit 18A-Task 3-The Role of Advertising Standards Authority

The Advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all media. They are there to check that all advertising companies do legal, decent, honest and truthful adverts by applying the Advertising Codes. The Advertising Codes lay down rules for advertisers, agencies and media owners to follow. They check these rules are being followed by investigation complaints made about the ads, sales promotions or direct marketing and decided whether or not the advertising complies with its advertising standards codes. Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation and that no marketing communication should mislead, or likely to mislead, by inaccuracy, exaggeration etc.