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13	<title>Home - ASA | CAP</title>
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16		<meta name="description" content="The Advertising Standards Authority (ASA) is UK&apos;s regulator of advertising. We apply the Ad Codes, written by the Committees of Advertising Practice (CAP)." />
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75		<body class="homepage" id="theme-neutral">
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81	<header class="header" >
82		<div class="top-header">
83			<div class="container">
84				<div class="row">
85					<div class="col-xs-12 col-sm-6 col-sm-push-3">
86						<div class="row">
87							<div class="col-xs-5 col-sm-5 u-aligned-right">
88								<a href="/"><img src="/assets/img/logos/logo-asa.png" alt="logo-asa" class="header-logos"></a>
89							</div>
90
91							<div class="col-xs-5 col-xs-offset-2">
92								<a href="/"><img src="/assets/img/logos/logo-cap.png" alt="logo-cap" class="header-logos"></a>
93							</div>
94						</div>
95					</div>
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97					<div class="col-xs-12 col-sm-3 col-sm-pull-6">
98						<div class="top-header-wrapper">
99							<div class="mobile-nav-and-signin-wrapper">
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102		<a href="https://www.asa.org.uk/account/login.html" class="btn header-signin-btn u-full-width mobile-nav-and-signin-btn"><span class="font-icon font-icon-user signin-btn-icon"></span> Sign in / Sign up</a>
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115							<div class="top-header-wrapper has-shop-basket">
116								<form action="https://www.asa.org.uk/search.html" method="GET" class="header-form search-form"  method="GET">
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123						<div class="col-xs-12 col-sm-12">
124							<div class="header-navigation-wrapper">
125								<nav class="header-navigation">
126									<ul class="header-navigation-list">
127										<li class="header-navigation-list-item ">
128											<a href="https://www.asa.org.uk/">Home</a>
129										</li>
130										
131
132
133	
134		
135		<li class="header-navigation-list-item   "   >
136			<a class=" " href="https://www.asa.org.uk/about-asa-and-cap.html" >About ASA and CAP <span class="caret"></span></a>
137			
138				<nav class="sub-navigation  mod-with-featured-panel ">
139					<ul class="sub-navigation-list">
140						
141
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143	
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145		<li class="sub-navigation-list-item  "  >
146			<a class="" href="https://www.asa.org.uk/about-asa-and-cap/people.html" >People</a>
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148		</li>
149	
150		
151		<li class="sub-navigation-list-item  "  >
152			<a class="" href="https://www.asa.org.uk/about-asa-and-cap/about-regulation.html" >About regulation</a>
153			
154		</li>
155	
156		
157		<li class="sub-navigation-list-item  "  >
158			<a class="" href="https://www.asa.org.uk/about-asa-and-cap/the-work-we-do.html" >The work we do</a>
159			
160		</li>
161	
162		
163		<li class="sub-navigation-list-item  "  >
164			<a class="" href="https://www.asa.org.uk/about-asa-and-cap/our-history.html" >Our history</a>
165			
166		</li>
167	
168		
169		<li class="sub-navigation-list-item  "  >
170			<a class="" href="https://www.asa.org.uk/about-asa-and-cap/national-ad-campaign.html" >Our ad campaign</a>
171			
172		</li>
173	
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175		<li class="sub-navigation-list-item  "  >
176			<a class="" href="https://www.asa.org.uk/about-asa-and-cap/careers-at-the-asa.html" >Careers</a>
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181		<li class="sub-navigation-list-item  "  >
182			<a class="" href="https://www.asa.org.uk/about-asa-and-cap/sustainability.html" >Sustainability</a>
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184		</li>
185	
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187
188					</ul>
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191						<div class="sub-navigation-content">
192							
193								<img src="https://www.asa.org.uk/static/derivatives/navigation_feature_panel_de95608d9ec9661aae532370647937ea/8ad44dea-bd7e-45fc-a10a8e5b2beb3d51.jpg" alt="Meet our Press Team" class="featured-image" />
194							
195
196							<h4>
197
198<a href="https://www.asa.org.uk/general/media.html" class="font-color-dark-grey">Meet our Press Team</a></h4>
199
200							<p>Learn more about our Press Team and how to sign up to gain access to embargoed rulings.</p>
201
202						</div>
203					
204				</nav>
205			
206		</li>
207	
208		
209		<li class="header-navigation-list-item active  "   >
210			<a class=" " href="https://www.asa.org.uk/codes-and-rulings.html" >Codes and rulings <span class="caret"></span></a>
211			
212				<nav class="sub-navigation  mod-with-featured-panel ">
213					<ul class="sub-navigation-list">
214						
215
216
217	
218		
219		<li class="sub-navigation-list-item  "  >
220			<a class="" href="https://www.asa.org.uk/codes-and-rulings/advertising-codes.html" >Advertising codes</a>
221			
222		</li>
223	
224		
225		<li class="sub-navigation-list-item active "  >
226			<a class="" href="https://www.asa.org.uk/codes-and-rulings/rulings.html" >Rulings</a>
227			
228		</li>
229	
230		
231		<li class="sub-navigation-list-item  "  >
232			<a class="" href="https://www.asa.org.uk/codes-and-rulings/independent-reviews.html" >Independent reviews</a>
233			
234		</li>
235	
236		
237		<li class="sub-navigation-list-item  "  >
238			<a class="" href="https://www.asa.org.uk/codes-and-rulings/non-compliant-online-advertisers.html" >Non-compliant advertisers</a>
239			
240		</li>
241	
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243		<li class="sub-navigation-list-item  "  >
244			<a class="" href="https://www.asa.org.uk/codes-and-rulings/sanctions.html" >Sanctions</a>
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247	
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249		<li class="sub-navigation-list-item  "  >
250			<a class="" href="https://www.asa.org.uk/codes-and-rulings/trading-standards-referrals.html" >Trading Standards referrals</a>
251			
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255		<li class="sub-navigation-list-item  "  >
256			<a class="" href="https://www.asa.org.uk/codes-and-rulings/non-compliant-social-media-influencers.html" >Non-compliant social media influencers</a>
257			
258		</li>
259	
260
261
262					</ul>
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265						<div class="sub-navigation-content">
266							
267								<img src="https://www.asa.org.uk/static/derivatives/navigation_feature_panel_de95608d9ec9661aae532370647937ea/a6ff1495-edb6-4d62-9170bf825a699f3f.jpg" alt="Published rulings" class="featured-image" />
268							
269
270							<h4>
271
272<a href="https://www.asa.org.uk/codes-and-rulings/rulings.html" class="font-color-dark-grey">Published rulings</a></h4>
273
274							<p>Our rulings are a transparent record of our policy on what is and isn&rsquo;t acceptable in ads.</p>
275
276						</div>
277					
278				</nav>
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280		</li>
281	
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283		<li class="header-navigation-list-item   "   >
284			<a class=" " href="https://www.asa.org.uk/advice-and-resources.html" >Advice and resources <span class="caret"></span></a>
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293		<li class="sub-navigation-list-item  "  >
294			<a class="" href="https://www.asa.org.uk/advice-and-resources/news.html" >News</a>
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297	
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299		<li class="sub-navigation-list-item  "  >
300			<a class="" href="https://www.asa.org.uk/advice-and-resources/resource-library.html" >Resource library</a>
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305		<li class="sub-navigation-list-item  "  >
306			<a class="" href="https://www.asa.org.uk/advice-and-resources/copy-advice.html" >Copy Advice</a>
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312			<a class="" href="https://www.asa.org.uk/advice-and-resources/training-and-events.html" >Training and events</a>
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318			<a class="" href="https://www.asa.org.uk/advice-and-resources/cap-elearning.html" >Online Training</a>
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323		<li class="sub-navigation-list-item  "  >
324			<a class="" href="https://www.asa.org.uk/advice-and-resources/cap-bitesize.html" >CAP Bitesize</a>
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329		<li class="sub-navigation-list-item  "  >
330			<a class="" href="https://www.asa.org.uk/advice-and-resources/cap-webinars.html" >CAP Webinars</a>
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335		<li class="sub-navigation-list-item  "  >
336			<a class="" href="https://www.asa.org.uk/advice-and-resources/research-at-the-asa-and-cap.html" >Research at the ASA and CAP</a>
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342			<a class="" href="https://www.asa.org.uk/advice-and-resources/advice-for-businesses.html" >Advice for businesses</a>
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347
348					</ul>
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351						<div class="sub-navigation-content">
352							
353								<img src="https://www.asa.org.uk/static/derivatives/navigation_feature_panel_de95608d9ec9661aae532370647937ea/0b285c26-94a3-410c-a71679369706f471.f2844ba9-50af-4622-9cd3a2b878e4bcf3.jpg" alt="AdviceOnline" class="featured-image" />
354							
355
356							<h4>
357
358<a href="https://www.asa.org.uk/advice-and-resources/resource-library/advice-online.html" class="font-color-dark-grey">AdviceOnline</a></h4>
359
360							<p>AdviceOnline entries provide guidance on interpreting the UK Code of Non-broadcast Advertising and Direct &amp; Promotional Marketing.</p>
361
362						</div>
363					
364				</nav>
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366		</li>
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369		<li class="header-navigation-list-item  has-mega-menu "  >
370			<a class="" href="https://www.asa.org.uk/issues-and-topics.html" >Issues and topics</a>
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372				<nav class="mega-menu">
373					<ul class="mega-menu-navigation">
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377							<li class="mega-menu-navigation-item">
378								<a href="https://www.asa.org.uk/topic_category/social_and_political.html">Social and political</a>
379								<div class="mega-menu-sub-nav">
380									
381										<ul class="mega-menu-sub-nav-list">
382											
383												<li class="mega-menu-sub-nav-list-item">
384													<a href="https://www.asa.org.uk/topic/Beliefs_and_cultural_identity.html">Beliefs and cultural identity</a>
385												</li>
386											
387												<li class="mega-menu-sub-nav-list-item">
388													<a href="https://www.asa.org.uk/topic/Privacy_and_popular_culture.html">Privacy and popular culture</a>
389												</li>
390											
391												<li class="mega-menu-sub-nav-list-item">
392													<a href="https://www.asa.org.uk/topic/Charity_education_and_third_sector.html">Charity, education and Third sector</a>
393												</li>
394											
395												<li class="mega-menu-sub-nav-list-item">
396													<a href="https://www.asa.org.uk/topic/Children_and_the_vulnerable.html">Children and the vulnerable</a>
397												</li>
398											
399												<li class="mega-menu-sub-nav-list-item">
400													<a href="https://www.asa.org.uk/topic/Claims_endorsements_and_testimonials.html">Claims, endorsements and testimonials</a>
401												</li>
402											
403												<li class="mega-menu-sub-nav-list-item">
404													<a href="https://www.asa.org.uk/topic/Gender_sex_and_relationships.html">Gender, sex and relationships</a>
405												</li>
406											
407												<li class="mega-menu-sub-nav-list-item">
408													<a href="https://www.asa.org.uk/topic/Politics_and_public_services.html">Politics and public services</a>
409												</li>
410											
411												<li class="mega-menu-sub-nav-list-item">
412													<a href="https://www.asa.org.uk/topic/Safety_and_security.html">Safety and security</a>
413												</li>
414											
415										</ul>
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418
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420							</li>
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423							<li class="mega-menu-navigation-item">
424								<a href="https://www.asa.org.uk/topic_category/lifestyle_and_living.html">Lifestyle and living</a>
425								<div class="mega-menu-sub-nav">
426									
427										<ul class="mega-menu-sub-nav-list">
428											
429												<li class="mega-menu-sub-nav-list-item">
430													<a href="https://www.asa.org.uk/topic/Alcohol.html">Alcohol</a>
431												</li>
432											
433												<li class="mega-menu-sub-nav-list-item">
434													<a href="https://www.asa.org.uk/topic/Clothing_shoes_and_jewellery.html">Clothing, shoes and jewellery</a>
435												</li>
436											
437												<li class="mega-menu-sub-nav-list-item">
438													<a href="https://www.asa.org.uk/topic/Food_drink_and_supplements.html">Food, drink and supplements</a>
439												</li>
440											
441												<li class="mega-menu-sub-nav-list-item">
442													<a href="https://www.asa.org.uk/topic/Gambling.html">Gambling</a>
443												</li>
444											
445												<li class="mega-menu-sub-nav-list-item">
446													<a href="https://www.asa.org.uk/topic/Holidays_travel_and_motoring.html">Holidays, travel and motoring</a>
447												</li>
448											
449												<li class="mega-menu-sub-nav-list-item">
450													<a href="https://www.asa.org.uk/topic/Home_and_garden.html">Home and garden</a>
451												</li>
452											
453												<li class="mega-menu-sub-nav-list-item">
454													<a href="https://www.asa.org.uk/topic/Sports_leisure_and_hobbies.html">Sports, leisure and hobbies</a>
455												</li>
456											
457												<li class="mega-menu-sub-nav-list-item">
458													<a href="https://www.asa.org.uk/topic/Vaping_smoking_and_drugs.html">Vaping, smoking and drugs</a>
459												</li>
460											
461										</ul>
462									
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464
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466							</li>
467						
468
469							<li class="mega-menu-navigation-item">
470								<a href="https://www.asa.org.uk/topic_category/money_and_legal.html">Money and legal</a>
471								<div class="mega-menu-sub-nav">
472									
473										<ul class="mega-menu-sub-nav-list">
474											
475												<li class="mega-menu-sub-nav-list-item">
476													<a href="https://www.asa.org.uk/topic/Financial_products_and_services.html">Financial products and services</a>
477												</li>
478											
479												<li class="mega-menu-sub-nav-list-item">
480													<a href="https://www.asa.org.uk/topic/Legal_and_regulation.html">Legal and regulation</a>
481												</li>
482											
483												<li class="mega-menu-sub-nav-list-item">
484													<a href="https://www.asa.org.uk/topic/Pricing_and_charges.html">Pricing and charges</a>
485												</li>
486											
487												<li class="mega-menu-sub-nav-list-item">
488													<a href="https://www.asa.org.uk/topic/Promotions_and_competitions.html">Promotions and competitions</a>
489												</li>
490											
491												<li class="mega-menu-sub-nav-list-item">
492													<a href="https://www.asa.org.uk/topic/Property_sales_and_lettings.html">Property sales and lettings</a>
493												</li>
494											
495												<li class="mega-menu-sub-nav-list-item">
496													<a href="https://www.asa.org.uk/topic/Recruitment_and_work.html">Recruitment and work</a>
497												</li>
498											
499										</ul>
500									
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502
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504							</li>
505						
506
507							<li class="mega-menu-navigation-item">
508								<a href="https://www.asa.org.uk/topic_category/technology_and_environment.html">Technology and environment</a>
509								<div class="mega-menu-sub-nav">
510									
511										<ul class="mega-menu-sub-nav-list">
512											
513												<li class="mega-menu-sub-nav-list-item">
514													<a href="https://www.asa.org.uk/topic/Animals_and_farming.html">Animals and farming</a>
515												</li>
516											
517												<li class="mega-menu-sub-nav-list-item">
518													<a href="https://www.asa.org.uk/topic/Appliances_electronics_and_machinery.html">Appliances, electronics and machinery</a>
519												</li>
520											
521												<li class="mega-menu-sub-nav-list-item">
522													<a href="https://www.asa.org.uk/topic/Computers_phones_and_telecoms.html">Computers, phones and telecoms</a>
523												</li>
524											
525												<li class="mega-menu-sub-nav-list-item">
526													<a href="https://www.asa.org.uk/topic/Delivery_construction_and_logistics.html">Delivery, construction and logistics</a>
527												</li>
528											
529												<li class="mega-menu-sub-nav-list-item">
530													<a href="https://www.asa.org.uk/topic/Utilities_energy_and_environment.html">Utilities, energy and environment</a>
531												</li>
532											
533										</ul>
534									
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538							</li>
539						
540
541							<li class="mega-menu-navigation-item">
542								<a href="https://www.asa.org.uk/topic_category/health_and_beauty.html">Health and beauty</a>
543								<div class="mega-menu-sub-nav">
544									
545										<ul class="mega-menu-sub-nav-list">
546											
547												<li class="mega-menu-sub-nav-list-item">
548													<a href="https://www.asa.org.uk/topic/Beauty_products_grooming_and_hygiene.html">Beauty products, grooming and hygiene</a>
549												</li>
550											
551												<li class="mega-menu-sub-nav-list-item">
552													<a href="https://www.asa.org.uk/topic/Cosmetic_surgery_and_procedures.html">Cosmetic surgery and procedures</a>
553												</li>
554											
555												<li class="mega-menu-sub-nav-list-item">
556													<a href="https://www.asa.org.uk/topic/Health_conditions.html">Health conditions</a>
557												</li>
558											
559												<li class="mega-menu-sub-nav-list-item">
560													<a href="https://www.asa.org.uk/topic/Medical_devices.html">Medical devices</a>
561												</li>
562											
563												<li class="mega-menu-sub-nav-list-item">
564													<a href="https://www.asa.org.uk/topic/Medical_procedures_and_services.html">Medical procedures and services</a>
565												</li>
566											
567												<li class="mega-menu-sub-nav-list-item">
568													<a href="https://www.asa.org.uk/topic/Medicines_remedies_and_therapies.html">Medicines, remedies and therapies</a>
569												</li>
570											
571												<li class="mega-menu-sub-nav-list-item">
572													<a href="https://www.asa.org.uk/topic/Weight_and_slimming.html">Weight and slimming</a>
573												</li>
574											
575										</ul>
576									
577
578
579								</div> <!-- .mega-menu-sub-nav -->
580							</li>
581						
582						<li class="mega-menu-navigation-item">
583							<a href="https://www.asa.org.uk/media-channel.html">Media channel</a>
584							<div class="mega-menu-sub-nav">
585								
586									<ul class="mega-menu-sub-nav-list">
587										
588											<li class="mega-menu-sub-nav-list-item">
589												<a href="https://www.asa.org.uk/media_channel/Packaging_and_point_of_sale.html">Packaging and point of sale</a>
590											</li>
591										
592											<li class="mega-menu-sub-nav-list-item">
593												<a href="https://www.asa.org.uk/media_channel/Online_cat
593ch_up_TV_and_radio_in_app_and_in_game.html">Online, catch-up TV and radio, in-app and in-game</a>
594											</li>
595										
596											<li class="mega-menu-sub-nav-list-item">
597												<a href="https://www.asa.org.uk/media_channel/Mailings_email_phone_fax_and_messaging.html">Mailings, email, phone/fax and messaging</a>
598											</li>
599										
600											<li class="mega-menu-sub-nav-list-item">
601												<a href="https://www.asa.org.uk/media_channel/Cinema.html">Cinema</a>
602											</li>
603										
604											<li class="mega-menu-sub-nav-list-item">
605												<a href="https://www.asa.org.uk/media_channel/TV_and_radio_broadcast_only.html">TV and radio (broadcast only)</a>
606											</li>
607										
608											<li class="mega-menu-sub-nav-list-item">
609												<a href="https://www.asa.org.uk/media_channel/Poster_and_other_out_of_home.html">Poster and other out of home</a>
610											</li>
611										
612											<li class="mega-menu-sub-nav-list-item">
613												<a href="https://www.asa.org.uk/media_channel/Newspapers_magazines_and_printed_materials.html">Newspapers, magazines and printed materials</a>
614											</li>
615										
616									</ul>
617								
618
619
620							</div> <!-- .mega-menu-sub-nav -->
621						</li>
622						<li class="mega-menu-navigation-item">
623							<a href="https://www.asa.org.uk/issues.html">Issue</a>
624							<div class="mega-menu-sub-nav">
625								
626									<ul class="mega-menu-sub-nav-list">
627										
628											<li class="mega-menu-sub-nav-list-item">
629												<a href="https://www.asa.org.uk/issue/Offensive.html">Offensive</a>
630											</li>
631										
632											<li class="mega-menu-sub-nav-list-item">
633												<a href="https://www.asa.org.uk/issue/copy-advice-issue.html">Copy Advice Issue</a>
634											</li>
635										
636											<li class="mega-menu-sub-nav-list-item">
637												<a href="https://www.asa.org.uk/issue/no-issue.html">No Issue</a>
638											</li>
639										
640											<li class="mega-menu-sub-nav-list-item">
641												<a href="https://www.asa.org.uk/issue/miscellaneous-other.html">Miscellaneous/Other</a>
642											</li>
643										
644											<li class="mega-menu-sub-nav-list-item">
645												<a href="https://www.asa.org.uk/issue/Misleading.html">Misleading</a>
646											</li>
647										
648											<li class="mega-menu-sub-nav-list-item">
649												<a href="https://www.asa.org.uk/issue/harm-irresponsibility.html">Harm/Irresponsibility</a>
650											</li>
651										
652											<li class="mega-menu-sub-nav-list-item">
653												<a href="https://www.asa.org.uk/issue/Harmful.html">Harmful</a>
654											</li>
655										
656									</ul>
657								
658
659
660							</div> <!-- .mega-menu-sub-nav -->
661						</li>
662					</ul>
663					
664						<div class="mega-menu-featured-panel">
665							<div class="widget">
666								
667									<img src="https://www.asa.org.uk/static/derivatives/navigation_feature_panel_de95608d9ec9661aae532370647937ea/083bb48f-0b88-4af4-b17b6931c76eaee5.jpg" alt="" class="widget-image" />
668								
669
670								<h4>
671
672<a href="https://www.asa.org.uk/issues-and-topics.html" class="font-color-dark-grey">Issues and topics</a></h4>
673
674								<p>Helpful information on the advertising rules and examples of previously published ASA rulings based upon topics, issues and media channels.</p>
675							</div>
676						</div> <!-- .mega-menu-sub-nav-content -->
677					
678				</nav>
679
680			
681		</li>
682	
683		
684		<li class="header-navigation-list-item   "   >
685			<a class=" " href="https://www.asa.org.uk/make-a-complaint.html" >Make a complaint <span class="caret"></span></a>
686			
687				<nav class="sub-navigation ">
688					<ul class="sub-navigation-list">
689						
690
691
692	
693		
694		<li class="sub-navigation-list-item  "  >
695			<a class="" href="https://www.asa.org.uk/make-a-complaint/how-we-handle-complaints.html" >How we handle complaints</a>
696			
697		</li>
698	
699		
700		<li class="sub-navigation-list-item  "  >
701			<a class="" href="https://www.asa.org.uk/make-a-complaint/report-an-online-scam-ad.html" >Report an online scam ad</a>
702			
703		</li>
704	
705		
706		<li class="sub-navigation-list-item  "  >
707			<a class="" href="https://www.asa.org.uk/make-a-complaint/prioritisation-principles.html" >Prioritisation principles</a>
708			
709		</li>
710	
711		
712		<li class="sub-navigation-list-item  "  >
713			<a class="" href="https://www.asa.org.uk/make-a-complaint/complaints-faq.html" >Complaints FAQ</a>
714			
715		</li>
716	
717
718
719					</ul>
720
721					
722				</nav>
723			
724		</li>
725	
726
727
728									</ul>
729								</nav> <!-- .header-navigation -->
730							</div> <!-- .header-navigation-wrapper -->
731						</div>
732					</div>
733				</div>
734			</div>
735		</div> <!-- .top-header -->
736	</header>
737
738			<div class="main-wrapper">
739				
740
741
742
743
744
745
746
747
748
749
750
751
752
753
754
755
756
757
758	
759
760
761	
762
763
764	
765		<div class="slider-area">
766			<ul class="slider">
767				
768					<li class="slide-item mod-red">
769						
770							<div class="slide-image">
771								<img src="https://www.asa.org.uk/static/be49dad2-7165-4263-b135141b0c9ec20f/homepage_banner_59d145434e1f02229a6c7328b08abca9_4a7c7e45a350/WellnessASA-Homepage1200x800pxno-title-01.jpg" alt="Wellness at what cost? Building trust in health advertising">
772							</div>
773						
774						<div class="container">
775							<div class="slide-text-holder">
776								<h1 class="heading animate-showing">Wellness at what cost? Building trust in health advertising</h1>
777								<h4 class="subheading animate-showing">
778									Join our free online Industry Summit at 10am on 1 October to explore how responsible health advertising can protect consumers and build trust.
779								</h4>
780								
781									
782
783<a href="https://us02web.zoom.us/webinar/register/2217849085224/WN_E9ZcVsMdQM-YmAFcbggA0Q#/" title="Register now" class="btn bg-white mod-small mod-rounded">Register now</a>
784								
785							</div>
786						</div>
787					</li>
788				
789					<li class="slide-item mod-neutral">
790						
791							<div class="slide-image">
792								<img src="https://www.asa.org.uk/static/80383538-9365-4cf7-a564ed7f41b6a6e5/homepage_banner_59d145434e1f02229a6c7328b08abca9_4a7c7e45a350/AR-25-static.png" alt="How ad regulation is evolving ">
793							</div>
794						
795						<div class="container">
796							<div class="slide-text-holder">
797								<h1 class="heading animate-showing">How ad regulation is evolving </h1>
798								<h4 class="subheading animate-showing">
799									From AI-powered monitoring to tackling emerging harms, see how we’re transforming ad regulation. 
800
801Explore the key moments from 2025 and what’s coming next. 
802								</h4>
803								
804									
805
806<a href="https://www.asa.org.uk/resource/asa-and-cap-annual-report-2025.html" class="btn bg-white mod-small mod-rounded">Download the annual report</a>
807								
808							</div>
809						</div>
810					</li>
811				
812					<li class="slide-item mod-red">
813						
814							<div class="slide-image">
815								<img src="https://www.asa.org.uk/static/3037119a-15b9-48cf-bca829f053050aff/homepage_banner_59d145434e1f02229a6c7328b08abca9/phone.png" alt="Report a Scam Ad">
816							</div>
817						
818						<div class="container">
819							<div class="slide-text-holder">
820								<h1 class="heading animate-showing">Report a Scam Ad</h1>
821								<h4 class="subheading animate-showing">
822									We have a Scam Ad Alert system to better protect consumers, as well as an ad reporting tool to help us act quickly. If you've seen an online scam ad, let us know. 
823								</h4>
824								
825									
826
827<a href="https://www.asa.org.uk/make-a-complaint/report-an-online-scam-ad.html" class="btn bg-white mod-small mod-rounded">Find out more</a>
828								
829							</div>
830						</div>
831					</li>
832				
833					<li class="slide-item mod-blue">
834						
835							<div class="slide-image">
836								<img src="https://www.asa.org.uk/static/d7283f6a-1918-44e5-b6f1db42446f1247/homepage_banner_59d145434e1f02229a6c7328b08abca9_4a7c7e45a350/CB-Series-3-Thumbnails-website-version6.png" alt="CAP Bitesize!">
837							</div>
838						
839						<div class="container">
840							<div class="slide-text-holder">
841								<h1 class="heading animate-showing">CAP Bitesize!</h1>
842								<h4 class="subheading animate-showing">
843									Our latest CAP Bitesize series helps businesses get to grips with advertising non-surgical cosmetic interventions, such as dermal fillers, teeth whitening treatments, laser or light treatments, and more. 
844								</h4>
845								
846									
847
848<a href="https://www.asa.org.uk/advice-and-resources/cap-bitesize.html" class="btn bg-white mod-small mod-rounded">Watch now</a>
849								
850							</div>
851						</div>
852					</li>
853				
854					<li class="slide-item mod-red">
855						
856							<div class="slide-image">
857								<img src="https://www.asa.org.uk/static/derivatives/homepage_banner_59d145434e1f02229a6c7328b08abca9/914bc909-836e-4e26-9d53ff3872bbbf27.3fbf40fd-21f8-4abd-b2f50eaa2bcf8143.png" alt="Subscribe to our newsletters">
858							</div>
859						
860						<div class="container">
861							<div class="slide-text-holder">
862								<h1 class="heading animate-showing">Subscribe to our newsletters</h1>
863								<h4 class="subheading animate-showing">
864									Keep up to date with our work, plus receive guidance, tips and training alerts
865								</h4>
866								
867									
868
869<a href="https://www.asa.org.uk/newsletter.html" class="btn bg-white mod-small mod-rounded">sign up now</a>
870								
871							</div>
872						</div>
873					</li>
874				
875			</ul>
876		</div>
877	
878
879
880	
881
882	<div class="general-container u-aligned-center about-area">
883		<div class="container">
884			
885				<h1 class="heading font-color-grey">Who we are and what we do</h1>
886				<p>The Advertising Standards Authority (ASA) is the UK&rsquo;s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the C
886ommittees of Advertising Practice (CAP).&nbsp;<a href="https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html">Learn&nbsp;more</a></p>
887
888
889				
890					<div class="row">
891						
892							<div class="col-sm-6 col-md-3">
893								<div class="about-area-block widget">
894									
895
896<a href="https://www.asa.org.uk/advice-and-resources/resource-library.html" class="about-area-block-wrapper"><div class="font-icon font-icon-check icon-holder mod-big mod-filled u-perfect-round bg-bright-orange"></div>
897										<h3 class="heading">Advice and guidance</h3></a>
898								</div>
899							</div>
900						
901							<div class="col-sm-6 col-md-3">
902								<div class="about-area-block widget">
903									
904
905<a href="https://www.asa.org.uk/make-a-complaint.html" class="about-area-block-wrapper"><div class="font-icon font-icon-flag icon-holder mod-big mod-filled u-perfect-round bg-bright-yellow"></div>
906										<h3 class="heading">Make a complaint</h3></a>
907								</div>
908							</div>
909						
910							<div class="col-sm-6 col-md-3">
911								<div class="about-area-block widget">
912									
913
914<a href="https://www.asa.org.uk/advice-and-resources/training-and-events.html" class="about-area-block-wrapper"><div class="font-icon font-icon-motarboard icon-holder mod-big mod-filled u-perfect-round bg-bright-red"></div>
915										<h3 class="heading">Training & events</h3></a>
916								</div>
917							</div>
918						
919							<div class="col-sm-6 col-md-3">
920								<div class="about-area-block widget">
921									
922
923<a href="https://www.asa.org.uk/advice-and-resources/news.html" class="about-area-block-wrapper"><div class="font-icon font-icon-eye icon-holder mod-big mod-filled u-perfect-round bg-strong-red"></div>
924										<h3 class="heading">Our latest news</h3></a>
925								</div>
926							</div>
927						
928					</div>
929				
930
931			
932		</div>
933	</div>
934
935	<div class="general-container bg-light-grey">
936		<div class="container">
937			<div class="row">
938				<div class="col-sm-12 col-md-6">
939					
940
941
942	<div class="widget">
943		<h2 class="heading font-color-grey">Latest rulings</h2>
944		
945			<ul class="icon-listing">
946				
947					
948						
949						
950							
951							
952
953							<li class="icon-listing-item">
954								<a href="https://www.asa.org.uk/rulings/rumi-pulse.html" class="font-icon font-icon-Gavel icon-holder u-perfect-round"></a>
955
956								<div class="icon-listing-item-content">
957									<h4 class="heading"><a href="https://www.asa.org.uk/rulings/rumi-pulse.html">Rumi Pulse t/a Rumi Pulse Medical Tourism Agency</a></h4>
958									<ul class="meta-listing">
959										<li class="meta-listing-item">
960											<span class="caption">Upheld</span>
961										</li>
962										
963											<li class="meta-listing-item">
964												<span class="caption">Social media (paid ad)</span>
965											</li>
966										
967										<li class="meta-listing-item">
968											<span class="caption">23 Sep 2026</span>
969										</li>
970									</ul>
971								</div>
972							</li>
973						
974					
975						
976						
977							
978							
979
980							<li class="icon-listing-item">
981								<a href="https://www.asa.org.uk/rulings/morley-s-fast-foods-ltd.html" class="font-icon font-icon-Gavel icon-holder u-perfect-round"></a>
982
983								<div class="icon-listing-item-content">
984									<h4 class="heading"><a href="https://www.asa.org.uk/rulings/morley-s-fast-foods-ltd.html">Morley's (Fast Foods) Ltd</a></h4>
985									<ul class="meta-listing">
986										<li class="meta-listing-item">
987											<span class="caption">Upheld</span>
988										</li>
989										
990											<li class="meta-listing-item">
991												<span class="caption">Social media (influencer or affiliate ad)</span>
992											</li>
993										
994										<li class="meta-listing-item">
995											<span class="caption">23 Sep 2026</span>
996										</li>
997									</ul>
998								</div>
999							</li>
1000						
1001					
1002						
1003						
1004					
1005						
1006						
1007							
1008							
1009
1010							<li class="icon-listing-item">
1011								<a href="https://www.asa.org.uk/rulings/linden-clinics.html" class="font-icon font-icon-Gavel icon-holder u-perfect-round"></a>
1012
1013								<div class="icon-listing-item-content">
1014									<h4 class="heading"><a href="https://www.asa.org.uk/rulings/linden-clinics.html">Linden Clinics t/a Linden Stem Cell</a></h4>
1015									<ul class="meta-listing">
1016										<li class="meta-listing-item">
1017											<span class="caption">Upheld</span>
1018										</li>
1019										
1020											<li class="meta-listing-item">
1021												<span class="caption">Social media (paid ad)</span>
1022											</li>
1023										
1024										<li class="meta-listing-item">
1025											<span class="caption">23 Sep 2026</span>
1026										</li>
1027									</ul>
1028								</div>
1029							</li>
1030						
1031					
1032				
1033
1034
1035			</ul>
1036			<div class="show-more mod-bordered">
1037				<a href="https://www.asa.org.uk/codes-and-rulings/rulings.html" class="show-more-link">Show more</a>
1038			</div>
1039		
1040	</div>
1041
1042				</div>
1043
1044				<div class="col-sm-12 col-md-6">
1045					
1046
1047
1048	
1049		<div class="widget">
1050			<h2 class="heading font-color-grey">Latest news</h2>
1051			
1052				<ul class="icon-listing">
1053					
1054						<li class="icon-listing-item">
1055							
1056							<a href="https://www.asa.org.uk/news/remember-remember-the-ad-codes-in-november-for-spooky-and-bonfire-night-themed-ads.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a>
1057
1058							<div class="icon-listing-item-content">
1059								<h4 class="heading">
1060									<a href="https://www.asa.org.uk/news/remember-remember-the-ad-codes-in-november-for-spooky-and-bonfire-night-themed-ads.html">Remember, remember the Ad Codes in November: for spooky and bonfire night themed ads  </a>
1061								</h4>
1062								<ul class="meta-listing">
1063									<li class="meta-listing-item">
1064										<span class="caption">
1065											
1066												CAP News
1067											
1068										</span>
1069									</li>
1070
1071									<li class="meta-listing-item">
1072										<span class="caption">24 September 2026</span>
1073									</li>
1074								</ul>
1075							</div>
1076						</li>
1077					
1078						<li class="icon-listing-item">
1079							
1080							<a href="https://www.asa.org.uk/news/handle-with-care-advice-on-advertising-to-new-and-expectant-parents.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a>
1081
1082							<div class="icon-listing-item-content">
1083								<h4 class="heading">
1084									<a href="https://www.asa.org.uk/news/handle-with-care-advice-on-advertising-to-new-and-expectant-parents.html">Handle with care: Advice on advertising to new and expectant parents</a>
1085								</h4>
1086								<ul class="meta-listing">
1087									<li class="meta-listing-item">
1088										<span class="caption">
1089											
1090												CAP News
1091											
1092										</span>
1093									</li>
1094
1095									<li class="meta-listing-item">
1096										<span class="caption">24 September 2026</span>
1097									</li>
1098								</ul>
1099							</div>
1100						</li>
1101					
1102						<li class="icon-listing-item">
1103							
1104							<a href="https://www.asa.org.uk/news/no-more-grey-areas-fair-representations-for-every-generation.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a>
1105
1106							<div class="icon-listing-item-content">
1107								<h4 class="heading">
1108									<a href="https://www.asa.org.uk/news/no-more-grey-areas-fair-representations-for-every-generation.html">No more grey areas: fair representations for every generation</a>
1109								</h4>
1110								<ul class="meta-listing">
1111									<li class="meta-listing-item">
1112										<span class="caption">
1113											
1114												CAP News
1115											
1116										</span>
1117									</li>
1118
1119									<li class="meta-listing-item">
1120										<span class="caption">24 September 2026</span>
1121									</li>
1122								</ul>
1123							</div>
1124						</li>
1125					
1126				</ul>
1127				<div class="show-more mod-bordered">
1128					<a href="https://www.asa.org.uk/advice-and-resources/news.html" class="show-more-link">View all news</a>
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1132	
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1137	</div>
1138
1139	<div class="cap-area">
1140		
1141			<p>&nbsp;</p>
1142
1143
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1145
1146
1147
1148
1149
1150
1151
1152
1153
1154	<div class="widget-video">
1155		<a href="https://www.youtube.com/watch?v=9HnnWM32taA" data-video-title="" class="video-wrapper red-bg ">
1156			
1157
1158			
1159			
1160				
1161			
1162
1163			
1164				
1165			
1166
1167			<div style="background-image: url(https://www.asa.org.uk/static/2c6cf529-91b5-47bf-a897c8dbeddbbdc5/homepage_main_image_897d552c5364a07f1db34efa75764e04/Report-a-Scam-Ad-500-2.png)" class="video-image"></div>
1168			<div class="video-details">
1169				
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1171		</a>
1172	</div>
1173
1174
1175<p>&nbsp;</p>
1176
1177		
1178		<div class="container">
1179			<div class="general-container">
1180				<div class="cap-area-featured-text">
1181					<img src="../../../assets/img/logos/logo-cap.png" alt="logo-cap" class="cap-area-featured-text-image" />
1182					<div class="wrapped-text">
1183						<h1 class="heading font-color-grey">Popular advice & resources</h1>
1184						<p>Having an ad banned by the ASA can be costly. At CAP we want you to produce successful campaigns that also follow the rules. That&rsquo;s why we offer a wide range of advice services to support you:&nbsp;</p>
1185
1186					</div>
1187				</div>
1188
1189				<div class="row">
1190					<div class="col-sm-12 col-md-6">
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1199
1200
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1203	<div class="widget resource-widget">
1204		
1205			<h2 class="heading font-color-grey">Latest advice</h2>
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1210				
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1212
1213					<li class="icon-listing-item">
1214						
1215
1216						<a href="https://www.asa.org.uk/advice-online/testimonials-and-endorsements.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a>
1217
1218						<div class="icon-listing-item-content">
1219							<h4 class="heading">
1220								<a href="https://www.asa.org.uk/advice-online/testimonials-and-endorsements.html">Testimonials and endorsements</a>
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1223								
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1234		
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1238					<span class="caption">AdviceOnline</span>
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1240			
1241		
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1246			<li class="meta-listing-item">
1247				<span class="caption">21 Sep 2026</span>
1248			</li>
1249		
1250	
1251
1252							</ul>
1253						<div>
1254					</li>
1255				
1256					
1257
1258					<li class="icon-listing-item">
1259						
1260
1261						<a href="https://www.asa.org.uk/advice-online/exaggeration.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a>
1262
1263						<div class="icon-listing-item-content">
1264							<h4 class="heading">
1265								<a href="https://www.asa.org.uk/advice-online/exaggeration.html">Exaggeration</a>
1266							</h4>
1267							<ul class="meta-listing">
1268								
1269
1270
1271
1272
1273
1274
1275
1276	
1277
1278	
1279		
1280			
1281			
1282				<li class="meta-listing-item">
1283					<span class="caption">AdviceOnline</span>
1284				</li>
1285			
1286		
1287	
1288
1289	
1290		
1291			<li class="meta-listing-item">
1292				<span class="caption">21 Sep 2026</span>
1293			</li>
1294		
1295	
1296
1297							</ul>
1298						<div>
1299					</li>
1300				
1301					
1302
1303					<li class="icon-listing-item">
1304						
1305
1306						<a href="https://www.asa.org.uk/advice-online/recommended-retail-prices-rrp.html" class="font-icon font-icon-file-o icon-holder u-perfect-round"></a>
1307
1308						<div class="icon-listing-item-content">
1309							<h4 class="heading">
1310								<a href="https://www.asa.org.uk/advice-online/recommended-retail-prices-rrp.html">Prices: Recommended retail prices (RRPs)</a>
1311							</h4>
1312							<ul class="meta-listing">
1313								
1314
1315
1316
1317
1318
1319
1320
1321	
1322
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1326			
1327				<li class="meta-listing-item">
1328					<span class="caption">AdviceOnline</span>
1329				</li>
1330			
1331		
1332	
1333
1334	
1335		
1336			<li class="meta-listing-item">
1337				<span class="caption">21 Sep 2026</span>
1338			</li>
1339		
1340	
1341
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1361
1362
1363<p>&nbsp;</p>
1364
1365<p>&nbsp;</p>
1366
1367					</div>
1368
1369					<div class="col-sm-12 col-md-6">
1370						
1371
1372
1373
1374	<h2 class="font-color-grey">Useful resources</h2>
1375
1376	<ul class="quick-links-list">
1377		
1378
1379
1380	<li class="quick-links-list-item">
1381		
1382
1383<a href="https://www.asa.org.uk/advice-and-resources/resource-library/advice-online.html" class="quick-links-list-item-link disable-trigger">AdviceOnline Library - Advice for Marketers</a>
1384	</li>
1385
1386
1387
1388	<li class="quick-links-list-item">
1389		
1390
1391<a href="https://www.asa.org.uk/advice-and-resources/resource-library/advertising-guidance.html" class="quick-links-list-item-link disable-trigger">Advertising Guidance - Formal CAP Guidance</a>
1392	</li>
1393
1394
1395
1396	<li class="quick-links-list-item">
1397		
1398
1399<a href="https://www.asa.org.uk/advice-and-resources/training-and-events.html" class="quick-links-list-item-link disable-trigger">Training and events</a>
1400	</li>
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1405		
1406
1407<a href="https://www.asa.org.uk/advice-and-resources/resource-library/consultations.html" class="quick-links-list-item-link disable-trigger">Consultations</a>
1408	</li>
1409
1410
1411
1412	<li class="quick-links-list-item">
1413		
1414
1415<a href="https://www.asa.org.uk/advice-and-resources/research-at-the-asa-and-cap.html" class="quick-links-list-item-link disable-trigger">Research at the ASA and CAP</a>
1416	</li>
1417
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1419
1420<p>&nbsp;</p>
1421
1422<p>&nbsp;</p>
1423
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1463					<img src="https://www.asa.org.uk/static/derivatives/toc_img_de95608d9ec9661aae532370647937ea/06ae10d2-bb4f-4eac-9908994601e42b50.jpg" alt="CAP eLearning" />
1464				</div>
1465
1466				<h3 class="heading">CAP eLearning</h3>
1467
1468				
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1471		
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1491					<img src="https://www.asa.org.uk/static/derivatives/toc_img_de95608d9ec9661aae532370647937ea/a6ff1495-edb6-4d62-9170bf825a699f3f.jpg" alt="Our newsletters" />
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1519				<div class="featured-image">
1520					<img src="https://www.asa.org.uk/static/derivatives/toc_img_de95608d9ec9661aae532370647937ea/4f2506c6-a55c-4baa-b25af13512de0c24.jpg" alt="Our research" />
1521				</div>
1522
1523				<h3 class="heading">Our research</h3>
1524
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1598								<p><div>The Advertising Standards Authority Ltd. (trading as ASA), registered in England and Wales, Registered Number 0733214</div>
1599
1600<div>&nbsp;</div>
1601
1602<div>The Advertising Standards Authority (Broadcast) Ltd. (trading as ASAB), registered in England and Wales, Registered Number 5130991</div>
1603
1604<div>&nbsp;</div>
1605
1606<div>The Committee of Advertising Practice Ltd. (CAP), registered in England and Wales, Registered Number 8310744</div>
1607
1608<div>&nbsp;</div>
1609
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1800
1801		
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1801
1802</body>
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Line numbers count LF bytes from the start of the resource, as the search results do. Vendor segments are library code the classifier recognised; they are stored but not indexed. Bytes are shown as Latin1 characters, one per byte.