Compliance & regulatory
ASA (UK)
Advertising Standards Authority — UK self-regulator.
The ASA (Advertising Standards Authority) is the UK's self-regulating body for advertising, enforcing the CAP and BCAP Codes. Rules ban misleading claims, require substantiation for performance claims, and require clear identification of paid content. ASA rulings are public, named, and frequently shape UK platform-level policy. Affiliate operators in the UK monitor ASA rulings as a leading indicator of platform-level enforcement to come.
Example
ASA rules against a UK skincare advertiser in March 2026 over an unsubstantiated 'wrinkle-reducing' claim — ITV pulls the operator's ads within 48 hours; downstream affiliates pause UK traffic for a week to update creative.