The Advertising Standards Advisory (ASA) was established in 1977 to provide independent scrutiny of the then newly created self-regulatory system set up by the industry.

Its chief tasks are to promote and enforce high ethical standards in advertisements. To investigate complaints, to identify and resolve problems, to ensure that the system operates in the public interest and to act as a channel for communications with those who have an interest in advertising standards.

The constituent members of ASA are:

  • The Malaysian Advertisers Association
  • Association of Accredited Advertising Agencies of Malaysia
  • Malaysian Newspaper Publishers Association
  • Media Specialists Association
  • The Outdoor Advertising Association of Malaysia

The interests of the consumer is at the heart of the advertising business - brands succeed or fail on the basis of consumer trust and confidence being translated into purchasing decisions.

Some advertisers set out to defraud, offend or mislead the public. They rarely succeed. When they do it is to the detriment of advertising as a whole, because it compromises its credibility and is inequitable to the companies and practitioners who painstakingly verify their claims or refrain from causing offence as a means of merely attracting attention.


The Advertising Standards Advisory of Malaysia was created as an independent body that ensures advertising complies with relevant codes and initiatives while functioning as a complaints mediation service.

Our tasks include:

  • Managing complaints and issues raised by consumers, companies and other relevant parties pertaining to advertising content and standards
  • Resolving complaints in an effective and professional manner while adhering to existing rules and guidelines
  • Managing and promoting the complaints aspects of the advertising self-regulation system in Malaysia
  • Building confidence amongst all members of the advertising industry, the corporate world, the government and the community at large on the advertising self-regulation system
  • Ensuring propriety in advertising to match the Malaysian value system and psyche
  • Assisting in the design, creation and implementation of best practices in complaints handling procedures and protocols
  • Staying abreast with the advertising, branding and communications industry in order to effectively uphold high advertising standards