The purpose of the Advertising Standards Code is to ensure that every advertisement is a responsible advertisement. All advertising must be legal, decent, honest and truthful and respect the principles of fair competition so that the public can have confidence in advertising.

The Principles and Rules set out in this Code are the standards expected in all advertising. Other ASA Codes may also be applicable and many sectors have their own specific advertising requirements - these must also be taken into account.

Download the Advertising Standards Code