ASA (Advertising Standards Authority, UK)

The Advertising Standards Authority (ASA) is the UK's independent organization that oversees advertising across all media. Its role is to ensure ads are legal, honest, truthful, and respectful. If a consumer or competitor believes an ad breaks the rules—by misleading, offensive, or unfair—the ASA investigates and can require advertisers to amend or withdraw the ad. Its goal is to protect consumers and maintain trust in advertising, fostering a fair marketplace where ads are accurate and not misleading or harmful.