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Advertising in the UK is governed by three bodies. The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. It exists to make sure ads across UK media stick to the advertising rules (the Advertising Codes).

The Committee of Advertising Practice (CAP) is sister organisation to the ASA and is responsible for writing the Advertising Codes. According to public statements, the ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.


Finally, the Advertising Standards Board of Finance sets the framework for industry policy making. It is responsible for the Committee of Advertising Practice and for funding the self-regulatory system.