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<p>Advertising in the UK is regulated by the Advertising Standards Authority (ASA),
the industry’s independent regulator, which enforces the Advertising Codes through
a system of self-regulation and co-regulation with Ofcom. The Codes apply to all media,
including broadcast and online. They 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.</p><p>
</p><p>The ASA is recognised by the government, the courts and trading standards as
the ‘established means’ for the enforcement of misleading advertising, and the Codes
include rules designed to ensure that advertisers do not mislead consumers. It has
a range of sanctions it can take against non-compliant advertisers and, as a last
resort, can refer some to Trading Standards.</p><p><strong> </strong></p>
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