The UK Advertising Standards Authority (ASA) is facing a complaint regarding its own advertising campaign, which promotes the role of the ASA in regulating marketing. Launched in collaboration with major brands such as Tesco, Comparethemarket, and Lloyds Bank, the campaign emphasizes that the ASA oversees advertising compliance across all media, including television, print, and online platforms. For instance, one ad features Tesco’s slogan, stating, “We regulate ads across all media, including online. Because every little helps.”
Campaigning organizations, including the New Weather Institute, Badvertising, and Adfree Cities, have filed the complaint, asserting that the ASA’s advertisements are misleading. They argue that the ASA’s claims are inaccurate because its regulatory authority does not extend to certain advertising formats, such as ads displayed in shop windows, at point of sale, in select areas of airports, on flyposters, and various social media content.
The ASA’s campaign has been active in different forms over recent years, with its latest iteration being renewed in July. The watchdog has a long-standing history since its establishment in 1962, promoting self-regulation of UK advertising codes and funded by a levy on advertising spend.
In response to the complaints, an ASA spokesperson clarified that while the authority regulates ads in “all media,” it does not encompass “all ads.” The spokesperson noted that it would be inappropriate for the ASA to investigate complaints concerning its own advertising.
The ASA Council, responsible for determining regulatory violations, operates independently of the advertising industry but is not subject to oversight regarding the accuracy of its own advertisements. Media owners have the discretion to refuse ASA campaigns if they believe the claims violate the advertising code. The campaigning groups advocating for the complaint are proponents of stricter regulations across various sectors, including climate change and public health. They are calling for a review of the ASA’s regulatory framework and for the consideration of more comprehensive oversight strategies.
Source: https://www.theguardian.com/media/2025/sep/08/uk-advertising-watchdog-accused-of-breaking-rules-in-its-own-ad-campaign