Advertising and product claims
How UK ASA rulings work
Short answer
- Code applied to non-broadcast ads
- CAP Code 1
- Ruling day
- Every Wednesday 2
- Ruling outcomes
- Upheld, Upheld in part, Not upheld 2
- Complaints resolved in 2025
- Over 40,000, about 25,397 ads 4
- Ads amended or removed in 2025
- 22,383 4
- Fines
- None from the ASA. Ofcom can fine broadcasters 3
What the ASA rules on
The ASA judges adverts against the advertising codes. For non-broadcast marketing the code is the CAP Code. Its section on misleading advertising says marketing communications must not materially mislead or be likely to do so (rule 3.1) and must not omit material information (rule 3.3) 1.
Rule 3.7 deals with proof. Marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective 1. Rule 3.11 bars exaggerating the capability or performance of a product 1. The UK competition authority's guidance on green claims says the ASA can act against misleading adverts that breach its codes 5.
Formal rulings and informal resolutions
Not every complaint leads to a ruling. The ASA says each published ruling reflects a formal investigation 2. Separately, it lists companies and organisations that agreed to amend or withdraw their advert without a formal ruling 2.
The ASA's annual report for 2025, published on 14 April 2026, says it resolved over 40,000 complaints from the public about 25,397 ads, and that 22,383 ads were amended or removed through its work 4. The report says its Active Ad Monitoring system processed 60 million ads 4.
What each outcome means
| Outcome | What it means |
|---|---|
| Upheld | The ASA found the advert broke the code on the points investigated 2 |
| Upheld in part | The ASA found a breach on some of the points investigated but not all 2 |
| Not upheld | The ASA found no breach on the points investigated 2 |
| Informally resolved | The advertiser agreed to amend or withdraw the advert without a formal ruling 2 |
Sanctions after a ruling
The ASA's sanctions rely on publicity and on media and industry members. Its sanctions page lists these steps 3.
- Adding the advertiser's name and details of the problem to a dedicated section of the ASA website 3.
- Issuing Ad Alerts to media owner members, advising them to withhold services such as advertising space 3.
- Asking members to revoke, withdraw or withhold recognition and trading privileges 3.
- Mandatory pre-vetting by poster industry members for advertisers who have persistently or seriously broken the CAP Code on grounds of taste and decency or social responsibility 3.
- Placing the ASA's own paid-search ads to highlight an advertiser's name and non-compliance 3.
- Referring advertisers to statutory enforcement bodies such as Trading Standards 3.
Broadcast adverts and the legal backstop
For broadcast adverts the ASA can refer broadcasters to Ofcom. The ASA says Ofcom can impose fines and even withdraw a licence to broadcast 3.
For non-broadcast adverts the backstop is consumer law. The Competition and Markets Authority and Trading Standards can bring court proceedings 5. Since April 2025 the CMA can decide for itself whether consumer protection law has been infringed and fine a company up to 10% of its global turnover 6.
Common questions
When does the ASA publish rulings?
The ASA says its rulings are published every Wednesday 2.
Can the ASA fine a company?
The ASA's sanctions page lists Ad Alerts, loss of trading privileges, pre-vetting and referrals, not fines. It says Ofcom can fine broadcasters 3.
What does upheld in part mean?
It is one of three ruling outcomes the ASA lists, alongside Upheld and Not upheld 2. It means a breach was found on some but not all points.
What happens if an advertiser ignores an ASA ruling?
The ASA can refer the advertiser to statutory enforcement bodies such as Trading Standards 3.
Rules and charges change. Check the official source linked on this page before you pay or travel. Spotted an error? Email hello@theclaimregistry.com.
Sources
- ASA and CAP: 03 Misleading advertising
- ASA and CAP: Rulings
- ASA and CAP: Sanctions
- ASA: Annual Report 2025 (14 April 2026)
- GOV.UK, Competition and Markets Authority: Making environmental claims on goods and services (20 September 2021)
- GOV.UK: CMA to boost consumer and business confidence as new consumer protection regime comes into force (7 April 2025)
Related
- Advertising claim substantiation: what the rules require
What the US FTC, UK CAP Code, Canada, India, Australia and the EU require before an advertiser makes an objective claim, and who enforces each rule.
- Green and environmental claims rules compared
How the EU, UK CMA Green Claims Code, US FTC Green Guides and Australia's ACCC treat eco-friendly, carbon neutral and other environmental claims.
- How fact-checkers assess a public claim
How professional fact-checkers pick a claim, gather evidence, ask the claimant, review the work and publish a verdict, under the IFCN and EFCSN codes.