The ASA (Advertising Standards Authority) make sure all advertisers follow strict rules and have legal, honest, decent and truthful ads. The majority of their work is making sure all prices are clearly shown and making sure that ads are clear and recognizable when seen. The rest of their work is dealing with offense and harm in advertising, listening to the audiences views and making sure that it is suitable for young audiences. Their ambition is to make all UK ads, responsible ads.
This is a quote from their website, which is linked below:
“The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice. Our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.”
This is a video that best explains their job and goals: