Regulation, Certification & Classification
Overview
The media industry does not operate without oversight. A range of organisations exist to regulate what is produced, broadcast, and advertised — and to ensure that audiences, particularly younger or more vulnerable viewers, are properly protected. This topic covers two types of organisations: regulators, who set and enforce rules for the industry, and classification bodies, who rate content so audiences know what to expect before they engage with it.
Organisations Responsible for Regulation
ASA — Advertising Standards Authority
The ASA is the UK's independent regulator for advertising. It covers advertisements across all media — television, radio, print, online, and social media. Its job is to ensure that adverts are legal, decent, honest, and truthful.
The ASA sets and enforces the Advertising Codes, which are the rulebooks that advertisers must follow. When a member of the public or a competitor believes an advert is misleading, harmful, or offensive, they can make a complaint to the ASA. The ASA will then investigate and, where a breach is found, can require the advertiser to withdraw or amend the content.
For media producers working in advertising or promotional content, the ASA's rules are not optional. Producing an advert that makes false claims, targets vulnerable groups inappropriately, or promotes harmful behaviour can result in the campaign being pulled, along with significant reputational damage for the producer and their client.
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