Hilary Souter is the Chief Executive of the Advertising Standards Authority (ASA) and has worked in the wider media industry to support responsible advertising for over 25 years.

An expert in advertising regulation, Hilary leads the ASA’s work to set ad standards, provide training and education to industry, and support the independent Complaints and Appeal Boards.

Hilary is an advocate for the value of self-regulation as a part of the regulatory framework. She works closely with industry, consumer groups and government to ensure the ASA is best placed to effectively regulate advertising to New Zealanders.

She is the President of the International Council for Advertising Self-Regulation, a member of the Oversight Committee for the Aotearoa Code of Online Safety and Harm, and a member of the School of Marketing and International Business Industry Advisory Group at Victoria University of Wellington.