ASA- Advertisng Stand Authority

The ASA, is an independent UK advertising regulator for advertising. In 1912 the Advertising company had to check on complaints about non-broadcast advertising. In November 2004, OFCOM office of communication regulator contracted that it will be their responsibility day  by day to regulate TV and radio ads to the Advertising standard authority. This gave the public and advertisers for the first time a regulator for advertising. The ASA is responsible to regulate content of advertising and direct marketing in the UK. They make sure advertising standards are at a high stage  administering their codes. They take regards to cover from public/consumers, members and adverts that may be distracting, harmful or offensive. while, independently operating advertising codes their aim is to handle  the public (consumers) trust in advertising.

The codes is for advertisements across all media this includes magazines, billboards, newspapers, leaflets, posters, emails,  radio, television, texts and UK websites. It must cover all programmers (based in the UK) 'sponsorship' 'credits' on radio and TV services. However all of the complaints must be handled by OFCOM.
The advertising codes are written by CAP and BCAP - committee Of Advertising practise Broadcast Committee Of Advertising. The ASA council are the 13 people that regulate the complaints about the advert and make final decisions as to whether the adverts submits the codes

ASA has the power. They judge about the advert  and if it follows the codes if they are unsuitable  to prevent they are able to take it away. Moreover, advertisers agree that their ads must follow ASA rules. TV and Radio ads are followed immediately under broadcasters licences. Even though, ASA may have the power to band offensive ads for what ever reasons or complaints consumers/public will still have access to viewing the advert online for instance YouTube. They may certainly, not have the power to get rid of it on social media. It shows that they only have the power to banned it from TV and RADIO ads

Pepsi banned -https://www.youtube.com/watch?v=mgyI_1hSzsg - Example of Advert banned