The Advertising Standards Authority has promoted Guy Parker to the role of chief executive.
Parker steps up from his current role as deputy director general and director of complaints and investigations at the watchdog. He replaces Christopher Graham who was named information commissioner last week.
He takes up his position at the end of June and will lead a team of over 100 across all aspects of the UK advertising self-regulatory system, including complaints, investigations, monitoring, compliance, policy, communications and support services.
“I’m particularly aware that in difficult economic times and with rapid technological advances, consumers and advertisers more than ever need the ASA to be firm, fair and on the ball,” Parker says.
“My focus will be on meeting those expectations and building on the ASA’s reputation as a modern and effective regulator.”
The move follows the publication of the ASA’s annual report last month, which showed that the watchdog received a record total of 26,433 complaints concerning 15,566 ads last year, which resulted in 2,475 ads being changed or withdrawn.
It also indicated that price comparison claims would be a priority this year as due to concerns that the recession will lead to an increasing number of misleading claims.