With our own-initiative compliance work and with over eight times more pieces of advice and training delivered than complaints resolved, the ASA system is much more than a reactive, complaints-handling body. This balance seeks to deliver on our strategy of Having More Impact: Being More Proactive. 

This section provides some extra detail on our performance. 

ASA and CAP performance reporting

The ASA and CAP report jointly on a yearly and half-yearly basis. Our Annual Report is published every May and our Annual Statement is published every October.

You can find our latest reports below. If you’re interested in older reports, these are available in the advice and resources section, including a full archive of Annual Reports back to 1961.

Annual reports

Our 2015 Annual Report reveals how the changing landscape of advertising regulation continues to be dominated by online ads.

Half-year statement

Our Half-year Statement summarises our collective performance in January – June 2015 and outlines our objectives for 2016.

  ASA and CAP half year statement 2016.pdf  


Procedures and standards of service

Our procedures are transparent and open to scrutiny. View our detailed complaints handling procedure for both broadcast and non-broadcast advertising:

  Non-Broadcast Complaint Handling Procedures.pdf

  Broadcast Complaint Handling Procedures.pdf

We also work to published standards of service and are committed to:
  • Being accessible to members 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 procedures 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. Please let us know when you first contact us if you have any accessibility needs and we will do our best to accommodate them.

Commitment to Good Regulation

Together, the ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.  

In Our Commitment to Good Regulation we have set out six commitments – modelled on the Government’s Regulators’ Code - and some of the practical ways in which we make these commitments a reality through our day-to-day work.

Alongside our commitments to good regulation, we have a well-tested independent review process and our complaint handling systems and processes have been validated by the Ombudsman Association, of which we are a long standing member.

Process review

Between 2009 and 2011 we conducted a review of our processes and made a number of changes to make us more effective and efficient, while meeting the expectations of consumers and the advertising industry.

What was included in the review?

The review focused on how our main processes function, particularly those relating to the:
  • handling and investigation of complaints from the public and competitors 
  • proactive monitoring of advertisements
  • enforcement of ASA decisions to ensure compliance
  • delivery of pre-publication advice and guidance by the Copy Advice team.


Our Final Response to the Process Review was published in September 2011. All relevant documents related to the review are listed below:

  Final Response to Process Review.pdf

  ASA supplement to update on process review.pdf

  ASA update on process review.pdf

  Process review preliminary response.pdf


Complaints about the ASA

We are committed to offering a highly professional, expert and efficient service and regularly receive positive feedback from both complainants and advertisers through our regular surveys. A summary of our customer feedback can be found in the 'Standards of Service' sections of our Annual Report.

If you are dissatisfied with the ASA's decision on your complaint you may be able to request a review by the Independent Reviewer

Members of ASA staff will at all times identify themselves by name and endeavour to be as polite and helpful as possible. If you think your contact with us has not lived up to the high standards we set ourselves, and you wish to make a complaint please contact us.