ASA - Advertising Standards Authority

When an advertiser controls the content of a message – directly or indirectly – to influence the choice, opinion or behaviour of a consumer, the content is likely to be advertising. Advertorials, advertiser websites, influencer advertising content, blogs & vlogs and ‘native advertising’ are all considered advertising under this definition.

The Advertising Standards Authority (ASA) defines Advertising and Advertisement(s) as:

“Advertising and advertisement(s)” are any message, the content of which is controlled directly or indirectly by the advertiser, expressed in any language and communicated in any medium with the intent to influence the choice, opinion or behaviour of those to whom it is addressed.”

The Advertising Standards Code, Rule 2 (a) requires that all advertisements are easily identified:

Rule 2 (a) Identification

Guidelines

Advertisements must be identified as such.

Content controlled, directly or indirectly, by the advertiser must not be disguised as something other than an advertisement. It must be obvious to, and well understood by, the audience that they are engaging with an advertisement regardless of the form the advertisement takes or the platform where it appears.
Disclaimers and other qualifying statements must be clearly visible and easily understood.
Additional guidelines are provided in the ASA’s Guidance Note on the Identification of Advertisements.

Advertisers must make sure any advertiser-controlled message in any media is identifiable as advertising and that this is clear to the intended audience.

The ASA does not cover naming, labelling or packaging (other than for alcohol products) unless the image of a product or its packaging features in an advertisement.

Further information about our approach is set out in our Explanatory Note on Jurisdiction and Scope. If you have any questions, don’t hesitate to contact us.