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This Government supports the system of co-regulation and self-regulation, overseen
by the independent Advertising Standards Authority and underpinned by consumer protection
legislation. This regulatory system is independent of the Government and is ultimately
responsible for setting the standards in advertising, ensuring that all adverts, wherever
they appear, are legal, decent, honest and truthful. The Government believes the system
has worked well, suitably serving consumers and is sufficiently flexible to deal with
both technological advances and new evidence.
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