Advertising Standard Authority (ASA) is a one stop shop for advertising standards in all media remarked Chairman of ASA Lord Borrie QC. ASA was established in 1962 in UK. It was set up to monitor and control the self regulatory system regulated by the mainstream advertising industry. The Body was industry funded. Its main function had been turning aside drives for increased regulation and promoting industry’s interests.
New ASA
After 40 years successfully regulating non-broadcast marketing communications, the ASA became a one-stop shop for advertising complaints on 1 November 2004 when Ofcom contract out to the ASA regulation of broadcast advertising.
The ASA carries out regular research in order to improve continually the service that it offers to both the society and the advertisers.
ASA Objectives- 2006
01 Secure the continuation of the ‘one-stop shop’ ASA in negotiations with Ofcom and the co-regulatory parties1 at the conclusion of the two-year probationary period.
02 Demonstrate the effectiveness of self-regulation through rigorous monitoring and enforcement of the new alcohol rules.
03 Respond to Ofcom’s consultation on broadcast code changes for food advertisements, develop non-broadcast code changes and ensure the industry understands the implications of both sets of changes before their implementation early in 2007.
04 Work with the Gambling Commission to establish self-regulation as the means for delivering the advertising provisions of the Gambling Act 2005.
05 Be open and helpful to all and communicate the ‘keeping advertising standards high’ message to consumers, industry and other stakeholders.
06 Promote the non-broadcast Copy Advice service, and work with the broadcast clearance centres2 for a co-ordinated approach to the evaluation and clearance of TV and radio ads, so as to offer helpful and consistent guidance
to advertisers, agencies and media.
07Work with New Media advertisers,agencies and operators to ensure effective advertising self-regulation on Broadband, interactive and mobile services so as to maintain a level playing field between media and protect consumers and citizens.
08 Review and research the advertising codes and pave the way for full revision,involving public and stakeholder
consultation, to achieve due consistency between the TV, radio and non-broadcast codes in 2007-08.
09 Exploit the opportunities for maximum operational efficiency and effectiveness presented by greater integration of broadcast and non-broadcast teams,systems and processes, while respecting all legislative and contractual
requirements for appropriately separate procedures as necessary.
10 Improve internal communication through better arrangements for staff briefing, access to information, and
feedback opportunities.
11 Introduce a performance management system that links rewards more closely to performance and encourages greater staff retention through professional development.
12 Recruit and manage for a more experienced and stable workforce with a better spread of skills, age and background.
Source: ASA Annual Statement 2005-2006
