The Advertising Standards Authority (ASA) is an independent organization in the United Kingdom responsible for regulating advertising across various media. Its main role is to ensure that advertisements are truthful, not misleading, and socially responsible. The ASA sets rules and guidelines that advertisers must follow to protect consumers from false claims and harmful content. The ASA investigates complaints from the public and takes action against advertisements that violate its standards. It works closely with other organizations, such as the Committee of Advertising Practice (CAP), to create and enforce advertising codes. This helps maintain trust in advertising and promotes fair competition among businesses.