Work with the Advertising Standards Authority
Work Areas

Work with the Advertising Standards Authority

National Trading Standards acts as the legal backstop for the Advertising Standards Authority (ASA). The ASA is recognised by government, the courts and trading standards as the ‘established means’ for the enforcement of misleading advertising. Government favours self-regulation and sees law enforcement as a last resort. This is set out in law with the Consumer Protection from Unfair Trading Regulations 2008 including the requirement for law enforcement bodies to use ‘established means’ before taking any action. When the Office of Fair Trading was closed down (the original ASA legal backstop) government sought an alternative and NTS became the ASA’s new legal backstop. This work is contracted to the London Borough of Camden for delivery.

National Trading Standards act as the legal backstop where the ASA’s sanctions have not deterred a marketer from continuing with misleading advertising and the matter will be formally referred to them. Camden Council receives funding to work with the ASA but is completely independent in their decision making. They consider cases to determine if there are breaches of relevant legislation and take appropriate action in accordance with their own enforcement policy. You can find out more about how the ASA’s advertising rules are enforced here

Protecting Consumers & Safeguarding Businesses

The National Trading Standards Work Areas

National Trading Standards has teams overseeing a range of issues, from illegal money lending to copycat websites and doorstep crime.

Work Areas

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