Advertising in the UK: Knowing the rules and where you can get help

Philip Ricketts, Member of the Committee of Advertising Practice (ASA)

The rules regarding advertising can vary between countries, so its important to check that your advertising complies with the law. This can appear a daunting task when entering a new market for the first time but in the UK is made easy by the support of The Advertising Standards Authority (ASA).

The Federal Trade Commission (FTC) is the primary federal consumer agency in charge of regulating advertisements in the United States. In the UK, this is the role of The Advertising Standards Authority (ASA), the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules. These rules are clearly and simply detailed within their freely available Advertising Codes.

The Committee of Advertising Practice (CAP), the sister organisation of the ASA and is responsible for writing the Advertising Codes. CAP offers authoritative advice and guidance on how to create campaigns that comply with the rules, written by advertising practioners. Whether your seeking guidance on specific product category rules or broader cross sector legislation like making environmental claims, the ASA has this covered.

Together with CAP, the ASA works to support the industry to help brands get their ads right before they are published. For example, by providing guidance, pre-publication advice, training for the industry and even a free pre-publication copy advice service.

It’s a valuable online resource which can be accessed via Home - ASA | CAP or if you have an appointed media or communications agency, they will be able to advise you in this regard.