1.)
How is the ASA funded?
The ASA is funded by advertisers
through an arm’s length arrangement that guarantees the ASA’s independence.
Collected by the Advertising
Standards Board of Finance (Asbof) and the Broadcast Advertising Standards
Board of Finance (Basbof), the 0.1% levy on the cost of buying advertising
space and the 0.2% levy on some direct mail ensures the ASA is adequately
funded to keep UK advertising standards high. We also receive a small income
from charging for some seminars and premium industry advice services.
We receive no Government funding
and therefore our work is free to the tax payer.
2.)
What exactly does ASA do?
Our Mission
Our mission is to ensure that advertising in all media is legal, decent,
honest and truthful, to the benefit of consumers, business and society.
We
aim to achieve our mission by getting better at regulating ads in all media,
and in particular by:
- Making a success of
regulating online ads
- Being an effective
part of the response to societal issues shown to be affected by
advertising
- Placing more
emphasis on prevention rather than cure
- Being more
efficient and in tune with consumers, business and society
Our values
Our shared values are to be:
- Consistent and
proportionate
- Reliable and
ethical
- Fair and respectful
to all
- Accessible and
helpful
- Intelligent and
thorough, but also timely and proportionate
- Open and
accountable, acting with integrity and never being afraid to admit when we’re
wrong
- An excellent team,
inspiring excellence in each other
Our external stakeholders will also find us:
- Independent
in administering the Advertising Codes
- Evidence-based,
targeted and consistent
- Reflective
of society, not a social engineer
3.)
How does Self-regulation of Non-broadcast
advertising work?
Self-regulation means that the
industry has voluntarily established and paid for its own regulation.
The system works because it is
powered and driven by a sense of corporate social responsibility amongst the
advertising industry. Advertisers have an interest in maintaining the system
because:
•Making sure those consumers are
not misled, harmed or offended by ads helps to maintain consumer confidence in
advertising. Advertising that is welcomed by consumers is good for business.
•It maintains a level playing
field amongst businesses. It is important for fair competition that all
advertisers play by the same rules.
•Maintaining the self-regulatory
system is much more cost-effective for advertisers than paying the legal costs
of a court case.
4.)
How does regulation work after an
advertisement has appeared and what sanctions can the ASA impose?
Even though many steps are taken
to ensure ads are in line with the Codes before they are aired or published,
consumers have the right to complain about ads they have seen, which they
believe to be misleading, harmful or offensive.
The ASA can act on just one complaint. We
don’t play a numbers game: our concern is whether the Codes have been breached.
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