ASA commits to improving engagement with advertisers

The Advertising Standards Authority has vowed to improve relationships with advertisers as the watchdog unveils a raft of measures aimed at making it a “better” regulator.

The industry funded self regulatory body wants to develop an “industry engagement programme” to develop better contacts and relations with advertisers.

To this end, it is to send the top 100 advertisers a report detailing the complaints and cases their advertising attracted.

The developments follow an eight month review of the ASA’s processes by independent consultants Berkshire. The review is intended to make the regulator “more effective, efficient and cost-effective”.

Other measures deriving from the review cover the ASA’s management approach and systems, investigations procedures and internal processes.

The move comes ahead of an expected extension of the ASA’s remit to cover marketing communications on company websites and changes to the advertising codes following a separate review.

The changes also come after it emerged the ASA will have to “to do more with less” money this year after income from advertisers’ 0.1% levy on ad spend dropped to £7.4m last year, from £7.8m in 2008. Pre-tax profit fell to £132,316 from £361,000 in 2008.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here