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Advertising Standards Authority (ASA)

The Advertising Standards Authority is the independent body set up by the advertising industry to police the rules laid down in the advertising codes. The ASA is committed to protecting consumers and creating a level playing field for advertisers.

In the UK advertised claims are subject to close scrutiny by watchdog organisations; broadcast advertisements must be pre-cleared by Clearcast and both broadcast and print advertisements are scrutinised by the Advertising Standards Authority. These organisations require robust scientific evidence to substantiate claims being made.

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