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ASA launches new Prioritisation Principles

The Advertising Standards Authority (ASA) has launched a public consultation on their new Prioritisation Principles, intended to enable them to better allocate their resources and prioritise their work.


This comes as part of the ASA’s recently published 5-year strategy. Please find more information here

The Principles are based on:

  • Harm or detriment that has occurred or might occur;
  • Risk of action versus inaction;
  • The likely impact of the ASA’s intervention; and
  • What resource would be proportionate to the problem to be tackled.

Says, Guy Parker, Chief Executive of the ASA, “If we’re to remain an effective and relevant regulator, we must continue to respond to an ever changing media landscape that places new and varied demands on our resources. We invite all our stakeholders to respond to the consultation so that we ensure our prioritisation principles will help us have the biggest impact on the issues that matter most to both consumers and business.”

The consultation will run for six weeks, closing on 1 December 2014. All parties with an interest, including the IPA, are being invited to contribute and the final principles are expected to be published in Spring 2015. Please find more information here.

Last updated 24/10/2014

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