Advertising Standards

 Advertising Standards Authority

They respond to concerns and complaints from consumers and businesses and take action to ban ads which are misleading, harmful, offensive or irresponsible. As well as responding to complaints to check they’re following the rules. They also conduct research to test public opinion and identify where they need to take action to protect consumers.  


A regulator is a body that is not part of the government but will follow government's guidance or laws. There is a regulator for TV and radio (Ofcom), for newspapers and magazines (IPSO). Each have different amounts of power. Sometimes they are there to deal with or investigate complaints from the public. Sometimes they can issue fines, bans or warnings. 

The key advertising rules state that:

*Adds must not be mislead

*Claims should be supported with evidence 

*Advertisers should deal honestly and truthfully with consumers 

*Ads should not offend 

*Ads should be responsible

*The rules reflect legal requirements, but also contain additional protections for children and for certain products such as alcohol,food,health and beauty and gambling. 







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