3. The ASA is funded by advertisers through a support’s size arrangement that
guarantees the ASA’s independence. They receive no Government funding and
therefore their work is free to the tax... to main menu Previous: Who they are and
what they do Next: Our priorities and how we are performing

4. Regulated, the ASA also works hard to ensure that ads aimed at adults do not
cause harm... children were likely to see them. The ASA had also issued guidance
to advertisers on what... living, and that is why we have really welcomed what Reg
has done and we have welcomed what the ASA

5. Committee of Advertising Practice (BCAP). CAP is responsible for the non-broadcast Code
and BCAP... the role of the ASA and how advertising regulation operates in the UK. It is
important to note... to future-proof advertising self-regulation so that online marketing
material is regulated

6. Standards Authority (ASA) as the independent adjudicator. Advertising selfregulation is flexible in its...Self-regulation means that the industry has
voluntarily established and paid for its own regulation... that are not required by
law at all. The advertising industry has chosen to exercise this self-control

7. A TV ad for Tesco stated “Right now at Tesco this succulent leg of lamb is only £6
per Kg. These packs of fresh vegetables are only £1 each. And these delicious
pizzas are only half price. These are just three of hundreds of special offers in store
each week, to help you spend less each week. And when we compared prices with
Asda’s on Saturday the 30th of January, shopping was cheaper for over 1.1 million
Tesco customers. Tesco. Every little helps”. Tesco baskets were then shown
alongside Asda baskets with the statement “1,150,000 cheaper” and “940,000
cheaper” The footnote stated “Equivalent products compared, covering over half
our customers’ purchases, includes promotions. Excludes multibuys, nonmatches, Express, selected Metro. To verify contact Tesco Price EN8 9SL or
www.tesco.com”. ASDA challenged whether Tesco offered an appropriate means of
verification for the basket of goods comparison.
This shows that Tesco say they are every little helps but Asda is beating them on
prices and clearly stated it says Tesco are trying to save money on you cost of
weekly shopping

8. A national press ad, for the NSPCC, stated "1 in 6 children in the UK are sexually
abused. Help stop it."
Six complainants challenged whether the claim "1 in 6 children in the UK are
sexually abused" was misleading and could be proven

10. As skill advances and ‘ambient’ media become more prevalent, the CAP Code’s
remit seems to become ever more difficult. It would be next to impossible to list all
the media that the Code..., in terms of defining the many types of non-broadcast
marketing communications subject to the Code

11. The central principle for all marketing communications is that they should be
legal, decent, honest and truthful. All marketing communications should be
prepared with a sense of responsibility to consumers and society and should
reflect the spirit, not merely the letter, of the Code

12. They include general rules that state advertising must be responsible, must
not mislead, or offend and specific rules that cover advertising to children
and ads for specific sectors like alcohol, gambling, motoring, health and
financial products

13. The UK Advertising Codes lay down rules for advertisers, agencies and media
owners to follow.
They include general rules that state advertising must be responsible, must
not mislead, or offend and specific rules that cover advertising to children
and ads for specific sectors like alcohol, gambling, motoring, health and
financial products.