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<p>Advertising in the UK is controlled through a system of co-regulation and self-regulation,
enforced by the Advertising Standards Authority (ASA). The Government supports the
ASA's aim to take action against all misleading, harmful or offensive advertising
and ensure compliance across all sectors. ASA has a range of sanctions it can take
against non-compliant advertisers, including Ad Alerts to the media, withdrawal of
trading privileges, mandatory pre-vetting and ultimately referral to Trading Standards.
There are no current plans to strengthen these sanctions, but they are kept under
review.</p>
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