Context
At the mid-point of ASA’s five-year strategy on AI-assisted, collective ad regulation, the assumptions and priorities that shaped it have been reviewed and the ASA has published an updated version to guide its work until 2028.
Key points to note and next actions
- The revised strategy responds to advances in AI, fraudulent advertising, inappropriate targeting of children and changes in online regulation.
- A proactive approach uses technology and collaboration with regulators and the advertising industry to tackle irresponsible adverts.
- January–June 2026 results: Scanned 40 million ads and potential ads, secured amendments or withdrawal of 2,301 ads, and invested 60% of direct service resources in proactive and preventative work.