Advertising Standards Authority (South Africa)

The Advertising Standards Authority (South Africa) (ASA), also known as the ASA South Africa, was a self-regulatory body for the advertising industry in South Africa. Its primary function was to ensure that advertisements adhered to a code of practice, the ASA Code of Advertising Practice, which promoted ethical and responsible advertising. The ASA aimed to protect consumers from misleading, offensive, or harmful advertising and to maintain public trust in the advertising industry.

The ASA was funded by its members, primarily advertisers, advertising agencies, and media owners. It provided a mechanism for consumers and competitors to lodge complaints about advertisements. The ASA Council, comprising representatives from various sectors of the industry and independent members, adjudicated on these complaints based on the ASA Code. Decisions made by the ASA were binding on its members and were generally respected throughout the industry. Sanctions for non-compliance could include requiring the advertiser to withdraw or amend the advertisement.

The ASA ceased operations in 2018 following a protracted legal battle and concerns about its constitutionality. Its functions were subsequently taken over by the Advertising Regulatory Board (ARB), a new self-regulatory body aiming to address the shortcomings identified with the ASA's structure and processes. The ARB's code is largely based on the ASA Code of Advertising Practice. The history and rulings of the ASA remain relevant as precedents and for understanding the evolution of advertising regulation in South Africa.