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<p>Advertising in the UK is regulated by the Advertising Standards Authority (ASA),
which enforces the Advertising Codes through a system of self-regulation and co-regulation
with Ofcom. This regulatory system is independent of government and is ultimately
responsible for setting the standards in advertising.</p><p> </p><p>The Advertising
Codes incorporate all relevant legislation and set standards for accuracy and honesty
to which advertisers must adhere, including specific conditions on advertising to
children, causing offence and social responsibility. The Codes are regularly reviewed
and updated by the industry to ensure they remain effective, and proposed changes
to the Codes are routinely subject to public consultation.</p><p> </p><p>UK broadcasters
are required by a condition of their broadcast licences to enforce ASA rulings, and
any who refuse to comply with these rulings risk being referred to Ofcom, which can
impose fines and even withdraw broadcast licences. In non-broadcast media, the ASA
has a range of sanctions it can take in cases of non-compliance, and as a last resort
can refer advertisers to Trading Standards, where there has been a breach of consumer
law.</p><p> </p><p>That said, we recognise that online advertising presents a number
of unique challenges, which is why we announced a review earlier this year, which
will consider this system in the round.</p><p> </p>
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