What is the ASA?
The ASA are in charge of regulating adverts within the UK, not only television adverts but any advertisements across all media, They’re work consists of dealing with complaints and acting accordingly making sure it is not misleading, harmful or offensive, if an advert that has been complained about is found to be breaching the ASA rules then a full investigation will take place. After the investigation a few things can happen, first of all the advert can be removed or changed, the company can get a fine or finally the advert is cleared and okay to use. Also part of the rules are that anyone can complain about an advert and a full investigation will take place.
The committees of Advertising Practice write and maintain all of the UK advertising codes which are used by the Advertising Standards Authority (ASA).