ASA’s Active Ad Monitoring System – Winner of the Gold EASA Best Practice Award

09 December 2024

The Best Practice Awards, held every two years, celebrate innovation and excellence in the field of advertising self-regulation. Each month, we will shine a spotlight on a different winning entry. This month, we feature the Advertising Standards Authority (ASA) UK, which earned the prestigious Gold EASA Best Practice Award for its Active Ad Monitoring System.

Transforming Online Ad Regulation

The Active Ad Monitoring System uses artificial intelligence and machine learning to process and analyse over 3 million ads each month from platforms such as social media, search engines, and web displays. By capturing ads at scale, the system provides vital insights into online advertising trends and patterns, ensuring the ASA can identify and address non-compliant content more effectively. The system’s AI capabilities automatically flag potentially problematic ads and forward them to ASA experts for detailed review and enforcement action.

Impact Across Key Areas

Since its inception, the system has processed more than 20 million ads and has been instrumental in addressing high-priority regulatory issues. For example, it has played a critical role in tackling misleading claims in the Climate Change and Environment field by identifying ‘greenwashing’ across industries like aviation and food. It has also contributed significantly to other initiatives, such as regulating gambling ads, illegal vaping promotions, and irresponsible medical claims. In 2023 alone, ads identified by the system accounted for 85% of all advertisements amended or withdrawn following enforcement actions.

Advancing Self-Regulation

The Active Ad Monitoring System has not only strengthened the ASA’s enforcement capabilities but has also enhanced its reputation as a leader in self-regulation. By embracing advanced technologies, the ASA has set a new standard for proactive and effective advertising oversight. Positive press coverage and collaboration with key stakeholders have further demonstrated the system’s success in protecting consumers while addressing the evolving challenges of the digital advertising landscape.

The Gold EASA Best Practice Award celebrates the system’s role in advancing self-regulation and ensuring responsible advertising practices in the UK and beyond.