he Advertising Standards Authority (ASA) is a British independent body set up and paid for by the advertising industry to ensure that its system of self-regulation works in the public interest. The ASA must have an independent chairman, who appoints individuals to serve on the council, two- thirds of which must be unconnected with the advertising industry. The ASA maintains close links with central and local government, consumer organizations, and trade associations. All advertising, apart from television and radio commercials, which are dealt with by the Independent Broadcasting Authority (IBA), must be legal, decent, honest, and truthful; it must adhere to the British Code of Advertising Practice (BCAP), which provides the rules for all non-broadcast advertising. This applies not only to what it said in an advertisement, but also what is shown. If it is claimed that one bar of chocolate contains 1/2 pint of milk, then the chocolate bar must contain that amount of milk. If the advertisement makes no claim, but shows a 1/2 pint bottle or carton of milk, then the chocolate
must still contain this amount of milk. The ASA controls the contents of advertisements by continuous monitoring of publications and by dealing with complaints from members of the public. Research Advertising Standards Authority
Abbreviations
Research Advertising Standards Authority
