ASA info

Advertising Standards Authority
Address
The Advertising Standards Authority, 2 Torrington Place, London WC1E 7HW (0171-580 5555)

http://www.asa.org.uk/

Organization
Chairman
12-member Council, mostly drawn from outside the advertising industry.
Independent of the advertising industry and of government.
Funded by a levy on display and direct mail advertising.


Remit
Handles complaints about advertising (except broadcast advertising, which is the responsibility of the ITC or the Radio Authority).

Regularly surveys press ads., posters, sales promotions etc. to check for breaches of its Code.
Advises UK government and EU on matters relating to advertising.
Runs seminars to enhance public, industry and media awareness.
Gives pre-publication advice to advertisers who seek the ASA's opinion on an ad. or campaign at the planning stage.
The ASA does NOT develop the Code. The Code is developed by the Committee of Advertising Practice (CAP), which is made up of representatives of the advertising business.

If an advertisement is found to breach the Code, the advertisers will be told by the ASA to remove it. If they fail to do so, they will almost certainly suffer adverse publicity. They may also find that publishers refuse to sell them advertising space. Ultimately, they could find themselves in court if they are referred to the Office of Fair Trading (this would apply to an ad. judged to be misleading rather than indecent).

The British Codes of Advertising and Sales Promotion
The Code's general rules are:


all advertisements should be legal, decent, honest and truthful

all advertisements should be prepared with a sense of responsibility to consumers and to society

all advertisements should respect the principles of fair competition generally accepted in business

no advertisement should bring advertising into disrepute

advertisements must conform with the Codes

the Codes are applied in the spirit as well as in the letter. (?!?!?!?!?)

The general rules are much lengthier than this, the above being the broad principles which inform the rules. For example, the more detailed rules state that:

an advertiser must hold documentary evidence to prove all claims made for a product before the ad. is submitted for publication

no advertisement should cause fear or distress without good reason

advertisements should not show or encourage unsafe practices except in the context of promoting safety

There are also additional rules relating to specific types of product, for example alcoholic drinks, slimming aids and cigarettes.