The Advertising Standards Authority are the UK’s independent regulator of advertising across all media. They apply the Advertising Codes, which are written by the Committees of Advertising Practice. Their work involves acting on complaints, and checking all media sources to take action against any offensive, misleading or harmful advertisments.
If they judge an advert to be in breach of the UK Advertising codes, then it must be withdrawn or amending and they may not use the same approach again.
The UK advertising regulatory system is a mixture of:
- self-regulation for non-broadcast advertising and
- co-regulation for broadcast advertising.
This means that the system is paid for by the industry, who also write the rules, but those rules are independently enforced by the ASA. For TV and radio advertising, we regulate under a contract from Ofcom. Ofcom -
Ofcom is the communications regularor. They regulate the Radio Sectors, TV, Mobiles, Postal Service, Fixed Line Telecoms and also wireless devices, making sure that people in the UK get the best from their communications services, protecting them from sharp practices and scams whilst also ensuring that competition can still thrive.
They operate under the Communications Act 2003 which spells out exactly what Ofcom should do, and they have to stick to these rules.
Ofcom are funded by fees from the industry for regulating broadcasting and communications networks and grant-in-aid from the Government.
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