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ASA Rulings Round Ups

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The Advertising Standards Authority (ASA) may not be a statutory regulator but its scrutiny of UK advertising impacts businesses of all sizes. In this hub, every week, we outline key rulings and lessons to takeaway.   

Nearly every business relies on their marketing and andvertising activities to drive growth. Yet, with regulatory change spreading across all sectors, tech innovations regularly inventing new ones and the Competition and Markets Authority (CMA) and ASA becoming increasingly proactive, staying within the lines of the Ad Codes and regulatory obligations becomes increasingly challenging. 

Whilst the principles behind the rules are often straightforward, the devil is in the interpretation and knowing how the ASA will view a claim or perceive content is an intrinsic part of brand protection.

So as the ESG agenda continues to rise and ASA activity on green claims increases, keeping up to date is more vital than ever. Recent cases also show that environmental claims can be investigated in the context of companies' general activities not just the ad itself.  

Additionally, influencers and celebrity endorsesments keep up a steady stream of rulings on a theme of transparency. 

Classic conundrums (such as making engaging health claims about food, whilst remaining compliant) aren't going away. Each week brings fresh rulings covering everything from evidence based claims, to appropriate targeting, to advertising restricted products and staying socially responsible.
Sustainability in focus
To guide you through this ever-changing landscape, we're monitoring the horizon so that you can make best of your sustainability endeavours.
   
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To guide you through this ever-changing landscape, we're monitoring the horizon so that you can minimise risk whilst staying compliant with your advertising strategy: 

Read our expert summary of the latest legislation

ASA rulings round up

February 2024

 
February 2024

This issue covers the rules on evidence matching the claim for a radio ad, zero emissions claims for automotive and vehicle companies, and more. 

January 2024

 
January 2024

This issue covers the rules on terms and conditions of promotions, subscription traps, misleading PPI ads, energy saving claims, and alternative medicines discouraging essential medical treatment for serious conditions. 

This issue covers the rules on making sure to cast actors appropriately for ads, double check your claimed savings calculations, do not promote illegal activity, and undertake diligence on images provided by a supplier.

This issue covers the rules on gambling advertisements, sales promotions and the importance of ensuring you know your commercial relationships.

December 2023

 
December 2023

This issue covers the rules on making carbon claims, alluding to expletives, ensuring the evidence matches the claim, health claims about tanning beds, and more.

This issue covers the rules on environmental claims, people using affiliate links, checking what terms in customer guarantee policy might need to be included in the ad and more.

November 2023

 
November 2023

This issue covers the rules on the perceived environmental impact of ads, promoting horror films or events on outdoor posters, using actors to depict genuine customers, health food claims, and more.

This issue covers the rules on sensitive issues in adverts, AI looking for ads that appeal to under 18s, prescription-only medicines being promoted to the public, unlicensed e-cigarette product promotions and more. 

 

October 2023

 
October 2023

This issue covers IT systems causing prices to display incorrectly, ensuring you provide necessary material to your organisation's emissions, the importance of location precision for travel advertising, and more.  

This issue covers the rules on influencer agreement, distinguishing between in-app purchases and loot boxes, plus AI use for searching online ads which might break the rules. 

September 2023

 
September 2023

This issue covers the rules on medicinal claims for food supplements, cosmetic procedures abroad, e bikes, gambling and more.

This issue covers the rules on nicotine-containing e-cigarettes, prescription only medicines, marketing 'free products' and more.

August 2023

 
August 2023

This issue covers the rules on unregulated financial products Ad Code requirements, unexpected outcomes for webpage refreshes and more.

This issue covers the rules on broadcast advertising alcohol and more.

This issue covers retweeting, ticket allocation and more.

July 2023

 
July 2023
This issue covers commercial intent, cosmetic procedures and more. 

This issue covers advertising claims, price claims and more.

June 2023

 
June 2023

This issue covers clear marketing communications, free cancellation policies and much more.

This issue covers three high profile rulings against energy companies. 

This issue covers environmental claims made by water companies, with two very different outcomes.

This issue covers food supplements, promotional offers and more. 

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