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The Advertising Standards Authority (ASA) is a self regulatory organisation. Its role is to decide whether advertising complies with its advertising standards codes, which stipulate that before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation and that no marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.
The ASA enforces its decisions by:
Contacting media owners and telling them not to take any advertisements from problematic advertisers.
Referring the matter to the Office of Fair Trading.
Referring the matter to Ofcom, which has powers to fine and / or revoke licences.
Publicity through its web site.
Advertising Standards Authority (ASA)
The ASA has adjudicated on issues concerning osteopaths and chiropractors. The main issues were misleading and unsubstantiated claims regarding various treatments and issues that the use of Dr or Doctor could be implying that the advertisments were referring to chiropractors being medically qualified.