The Advertising Standards Authority (ASA) has released its new Advertising Standards Code.

The Code is a consolidation of six codes that previously included similar rules and guidelines. There is now one primary point of reference for advertising standards. The six previous codes are: Advertising Code of Ethics; Code for Comparative Advertising; Code for People in Advertising; Code for Advertising Food; Code for Environmental Claims; and Code for Advertising Vehicles.

“Reviewing and updating the Codes is an important part of the ASA’s work and it is great to have the new Advertising Standards Code in place to support responsible advertising to consumers,” says ASA Chief Executive, Hilary Souter.

The new Code will be effective on 1 November 2018 for new ads, and from 1 February 2019 all ads need to comply. This takes the number of advertising codes from 11 to six, the Advertising Standards Code and the five sector Codes where advertisers are expected to take particular care; Alcohol, Children and Young People, Finance, Gambling and Therapeutic and Health advertising.