Helpful information on the advertising rules and examples of previously published ASA rulings based upon topics, issues and media channels.

The first ad showed text that stated “This is not your average trading indicator” followed by a red cross emoji. Further text stated “Precise Buy & Sell Signals”, “Automatic TP & SL Zones”, ...

Black Friday has become one of the busiest periods in the retail calendar, with advertisers competing for consumers' ...

From step counters to heart-rate monitors, health apps are becoming increasingly sophisticated. As advertisers promote new ...

CAP and ASA continue their work to meet the strategic goal of prioritising protecting vulnerable people. Here we look at ads’ ...

The rules in this section are designed to ensure that marketing communications for gambling are socially responsible, with particular regard to the need to protect children, young persons and other ...

We’re warning parents and carers to be on high alert for online ads promoting baby products that claim to help with colic, reflux, sleep and soothing, after finding ads that promoted potentially ...

An Instagram video and pre-roll ad on YouTube for Huel, seen in April and May 2026: a. The Instagram video included the caption “Here’s how our founder uses Huel. Spoiler alert it’s not for every meal ...

On 5 January 2026, new rules in the CAP and BCAP Codes on the advertising of “less healthy” food and drink products came into force. The rules were supported by additional guidance, “Advertising of ...

AI can help humans in many ways, such as breakthroughs in drug discovery and digital voice assistants, but it has its limits. An AI assistant cannot actually “offer a helping hand” or “lend an ear”, ...

The ASA has published the findings of a new ‘pulse’ study exploring how environmental claims are used in online advertising. Using AI-assisted analysis, the study examined more than 7 million ads ...

On 7 April 2025, the Advertising Codes were updated to reflect the revocation and restatement of the Consumer Protection from Unfair Trading Regulations 2008 (CPRs – the legislation from which the ...