Advertising Complaints

Advertising standards in the UK are monitored by the Advertising Standards Authority (‘ASA’). Its stated mission is to be “fair and thorough, consistent and proportionate, reliable and ethical” in its role as a regulator. The ASA assesses advertisements, direct marketing and other sales and promotional material against the relevant industry Codes of Practice to ensure that the standards are upheld. Such assessment and the formal decisions taken by the ASA Adjudications are made independently of the advertising industry and government.

Complaints heard by the ASA may range from:

Concerns in respect of an advert that has been seen or heard.

Where individuals have had difficulty in obtaining goods or refunds purchased via mail order and/or shopping channel mediums.

Those wishing to stop direct mailings from companies sent either by post, fax, text message or e-mail.

Complaints can be made through its website at http://www.asa.org.uk/asa/how_to_complain/complaints_form/.

It does not deal with the following types of claims:

Claims made on companies websites, shop window displays,in-store advertising,TV and radio sponsorship or political advertising.

The first three of the above list are instead dealt with by the office of fair trading, while the remaining two are dealt with by Ofcom.

Complaints regarding broadcast and printed are governed by the following bodies:

Broadcast media including television and radio is dealt with by Ofcom. Ofcom also regulates telecoms, including telephones and internet connections.

Printed media is dealt with by the Press Complaints Commission (PCC).

Article kindly supplied by Lawdit Solicitors, specialists in intellectual property, internet and e-commerce issues. Lawdit offer discounted fees for all Freelance Alliance members.


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