The ASA, or Advertising Standards Authority, is the UK's independent regulator of advertising across the media. They investigate and adjudicate potential breaches of the Advertising Codes.
On their official website, the state that their mission is;
'to ensure that advertising in all media is legal, decent, honest and truthful, to the benefit of consumer, business and society.'
They aim to achieve their mission by bettering their advertising regulation. This is particularly to be done by;
'- making a success of regulating online ads
- being an effective part of the response to societal issues shown to be affected by advertising
- placing more emphasis on prevention rather than cure
- being more efficient and in tune with consumers, business and society
The ASA ensure they work to published standards of service. Their websites states that they are committed to;
'- being accessible to member of the public and the advertising industry
- resolving complaints without undue delay, whilst recognising that complex complaints can take longer than the average
- being effective in meeting the needs of our customers, whether members of the public or industry
- delivering a high quality and professional service
- being open about our procedure and our decision making, and accountable for our performance
The ASA 'recognises the importance of providing a service that is accessible to everyone, including people with disabilities'.
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