As the UK’s independent regulator of advertising across all media, our (ASA) purpose is to make advertisements responsible and our ambition is to make every UK ad a responsible ad. We’re passionate about what we do because responsible advertisements are good for people, society and advertisers.

Our strategy

ASA 5 year strategy flower  
  1. Understanding: We’ll be an authority on advertising and active on issues that cause societal concern.  We’ll be open to calls for regulatory change, acting purposefully and in a timely fashion, while being fair and balanced in our assessment of the evidence and arguments.
  2. Support: We’ll provide support to advertisers to help them create responsible ads. We’ll increase, improve and better target our advice and training so every business has access to the information and support it needs.
  3. Impact: We’ll spend more time on matters that make the biggest difference. Focussing on our existing remit, we’ll spend less time tackling ads that cause little detriment to consumers or on the vulnerable. But, where a complaint indicates that the rules have been broken, we will always do something.
  4. Proactive: We’ll be proactive and work with others. We’ll use a wide range of information to identify and tackle problems to make sure ads are responsible, even if we haven’t officially received a complaint.
  5. Awareness: We’ll increase awareness of the ASA and CAP. We will make sure that the public, civil society and the industry know who we are and what we can do, so they can engage with us when they need to, and have confidence in our work. 
Read our detailed strategy document, which outlines the case for change:

  More Impact More Proactive 2014 - 2018 strategy.pdf  

Our shared values

  • Proactive
  • Collaborative
  • Accountable
  • Decisive

External stakeholders will also find us

  • Independent in administering the Advertising Codes 
  • Evidence-based, targeted and consistent 
  • Reflective of society, not a social engineer 

Our commitment to good regulation

It’s important that those we regulate understand what standards they can expect from us as a regulator.

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 Regulators’ Code - and some of the practical ways in which we make these commitments a reality through our day-to-day work.

Like the Regulators’ Code, our commitments do not take away from our main purpose to ensure that all UK ads are responsible.  It remains important for us to continue to strike the right balance between those we regulate and those we protect. 

Our six commitments

  1. We’ll keep regulatory burdens to a minimum
  2. We’ll engage with you
  3. We’ll be targeted 
  4. We’ll share information
  5. We’ll provide advice and training support 
  6. We’ll be transparent 
Read Our Commitment to Good Regulation in full:
  ASA and CAP commitment to better regulation.pdf


Consistency is a principle of good regulation; it helps to create clarity which leads to good practice amongst businesses. That’s why we strive to ensure that the rulings reached by the ASA and the advertising standards set by CAP are consistent. 

We believe that consistency is best achieved through open communication with businesses, consumers and other regulators to create a shared sense of understanding of what rules and standards mean. We do this by being transparent in our decision making and by providing effective channels of communication to help guide the regulatory decisions we take. 

If you’re concerned that we’re being inconsistent in our regulation and neither the CAP consultation process nor the ASA complaints handling process are the appropriate means of registering your concern, please contact us

In particular, we want to hear from businesses who feel that the requirements we place on them conflict with other legal or regulatory restrictions, or if our advice differs from the advice given by another regulatory body.