Advertising Standards Authority

The UK Advertising Standards Authority (ASA) is the body in charge of enforcing the advertising standards and codes. It publishes the rules, accepts complaints from the public.

The ASA is set up by the advertising industry as an independent body. It is the industry's police in all the concerns abiding by advertising rules and codes. It thus protects consumers and ensures a level playing field for advertisers.

The online gambling industry, ever since it was allowed to advertise in the UK media, under the 2005 Gambling Act, too must abide by the ASA.