| Link(s): | Annual Report 2025 – ASA | CAP ASA and CAP Annual Report 2025 – ASA | CAP asa-and-cap-2025-annual-report.pdf |
Context
The ASA and CAP have published their Annual Report 2025, in a downloadable .pdf format. The announcement includes a one-minute embedded video introducing the Report from Guy Parker, ASA Chief Executive.
Key points to note and next actions
The Report highlights the continued transformation of the ASA into a proactive and preventative regulator in an era of rising expectations in online regulation. It showcases how the ASA and CAP have used the Active Ad Monitoring system to process 60 million ads, identifying and tackling issues in high-priority areas, including cosmetic surgery, weight-loss injections, alcohol and climate claims.
The Annual Report also highlights how ASA and CAP have used research to help shape their work, and outlines the main successes in 2025.
- The ASA resolved over 40,000 complaints from the public about 25,397 ads.
- Through their work, 22,383 ads were amended or removed.
- CAP helped businesses get their ads right the first time, and delivered 596,000 pieces of advice, training and bespoke queries through its Copy Advice service.
- ASA and CAP continued to develop their Intermediary and Platform Principles framework, strengthening accountability of social media platforms in promoting the CAP Code to their advertisers, and supporting enforcement of the rules, among other commitments.
- They worked towards securing a sustainable funding model for the ASA system.
As technology and society change, the transformation will continue over the next three years of their AI-assisted, collective ad regulation strategy, and beyond.