Advertising Standards Authority (ASA)

Complaints are investigated free of charge. They must be in writing, and should be accompanied by a copy of the advertisement or a note of where and when it appeared.
Equal weight is given to the investigation of all complaints irrespective of their source. However, before approaching ASA, industry complainants should wherever possible endeavour to resolve their differences between themselves.
Appeals against ASA adjudications should be in writing and accompanied by new evidence or demonstrate a substantial flaw in the conclusion reached by the ASA Committee
Since the Code was enforced in 1977, over 500 complaints have been brought to ASA's attention. All cases were successfully resolved
The number of complaints have remained at an average of 20 cases per year over the past 3 years
Incidence of complaints is very minimal considering the fact that an average person is exposed to 1,000 advertisements per day
A number of sanctions exists to counteract advertisements that conflict with the Code: the media may deny access to space or time; adverse publicity may result; recognition may be revoked by the advertiser's/ agencies professional association.

Advertising self-regulation is cost-effective, fast, flexible and can keep pace with new developments
It is honoured in "the spirit and the letter", engenders consensus and places the onus on the advertisers to provide substantiation
It is independent, harnesses industry expertise, preserves independence and is preventative
It ensures high compliance
It is the best system to ensure continued levels of consumer protection
Competitors in a free market system are always alert.
Self-interest ensures that the integrity of all advertising messages depends on the confidence placed in them by the consumer
The Communications and Multimedia Act 1998 - the focus is on the development and promotion of the industry rather than control. The industry is expected to play an active role in the regulation process through the various industry forums. A positive outcome is industry self-regulation.