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Q: Who determines ethical standards for advertising?
A: The Advertising Standards Authority (ASA) is the self-regulatory organisation (SRO) of the advertising industry in the United Kingdom. The ASA is a non-statutory organisation and so cannot interpret or enforce legislation. [ [ [ However, its code of advertising practice[1] broadly reflects legislation in many instances. The ASA is not funded by the British Government, but by a levy on the
advertising industry. Its role is to "regulate the content of advertisements, sales promotions and direct marketing in the UK"[2] by investigating "complaints made about ads, sales promotions or direct marketing",[2] and deciding whether such advertising complies with its advertising standards codes. These codes stipulate that "before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation"[3] and that "no marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise". ]
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Asked 4/19/2012 10:07:59 AM
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