Context
The ASA is the first port of call whenever you see an ad that you think might break the rules. It only takes one complaint for the ASA to investigate, and it will always carefully assess complaints before coming to a decision. While its rules apply to the majority of ads across UK media, there are some key exceptions.
Key points to note
The regulation of financial ads can be a little complicated. In short, if a product or business is regulated by the Financial Conduct Authority (FCA), then the technical claims in their non-broadcast ads fall under the FCA’s remit. However, for any products or businesses not regulated by the FCA, broadcast ads and any non-technical claims in ads (such as issues around harm and offence), that falls under the ASA’s remit.
Whether the product advertised is regulated by the FCA or not, the ASA works closely together with the FCA, sharing expertise to ensure that ads are honest and not misleading consumers. And when it receives complaints about financial ads, where the issue falls outside of its remit, it refers the ad to the FCA to ensure that it’s being addressed.
Next actions
None – for information and awareness.