The Advertising Standards Authority (ASA), champion responsible advertising, recognising that it drives competition and boosts the economy; all of which is good for people, society, and businesses. Their rules apply across media including claims on businesses’ own websites and social media.
Don’t think you’re an advertiser? If you make claims on your website about your business, the products and services you provide or sell, they are likely to be classed as ads under the ASAs rules. It’s important then that you avoid making misleading or irresponsible claims.
The majority of the ads that the ASA take action against each year are from small businesses, they know that you have a lot to do and won’t necessarily have the resources of an ad agency or a compliance team to check if you’re following the rules. So, the ASA are signposting the resources and support they offer to help you get your ads right. This includes a Copy Advice service, which offers free, confidential and expert pre-publication advice on whether ad claims are in line with the Advertising Codes.
Their accessible online advice articles, bitesize videos, e-learning modules, and newsletters are all geared towards helping you stick to the rules.
The ASA don’t just rely on complaints to identify problem ads, they work proactively, using AI-based Active Ad Monitoring system which reviews over three million online ads a month. By taking action against misleading or irresponsible ad claims, they help build consumer trust, maintain a level playing field among business and which enables responsible advertising to flourish.
Access their full guidance and online resources and read more about all the work they do here: The work we do - ASA | CAP