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<p>Advertising in the UK is overseen by the Advertising Standards Authority (ASA),
the industry’s independent regulator, which enforces the Advertising Codes. 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 misleading advertising, causing offence and social
responsibility.</p><p><strong> </strong></p><p>The ASA works with online platforms
to have non-compliant advertising taken down, and with other partners to take action
against those who are engaged in fraudulent advertising.</p><p><strong> </strong></p><p>The
ASA also works with other regulators, as appropriate, to ensure that regulation is
joined-up and consistent. These include regulators with responsibility for regulated
sectors, such as: the Gambling Commission, Financial Conduct Authority, Food Standards
Agency, Medicines and Healthcare Products Regulatory Agency, Phone-paid Services Authority
and The Portman Group.</p><p><strong> </strong></p><p>Last year the government announced
its intention to review how online advertising is regulated in the UK. This programme
of work is looking at how well the current regime is equipped to tackle the challenges
posed by developments in online advertising in order to ensure that consumers have
limited exposure to harmful or misleading advertising. A call for evidence on online
advertising was published on 27 January.</p><p> </p>
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