Uk’s Ad Watchdog Accused Of Breaking Rules In Own Campaign

The UK Advertising Standards Authority (ASA) has been accused of breaking the rules it enforces, following a complaint over its nationwide campaign.

The campaign, launched with household brands such as Tesco, Lloyds Bank, and Comparethemarket Limited, claimed the watchdog regulates ads “across all media”. Campaign groups, including the New Weather Institute, Badvertising, and Adfree Cities, argue the claim is misleading, as the ASA does not regulate advertising in certain spaces such as shop windows, flyposters, airports, and pitch-side hoardings. The ASA, set up in 1962 as an independent regulator, amended or withdrew 33,309 ads last year.

Responding to the complaint, an ASA spokesperson said the campaign refers to regulating ads in “all media” but not “all ads”, and confirmed the body would not investigate its own campaign.