The complaint decision process

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ASA receive a written complaint via the online complaints form, by email or mail
The Complaints Board Chairman reviews the complaint and decides:
Is there an apparent breach of codes?

No

There is no apparent breach of codes

Yes

There is a possible breach of codes
The advertiser, agency and media are asked to respond

No

The advertiser, agency or media do not amend the advert

Yes

The advertiser, agency or media change / remove the advert
The complaint is settled
The complaint is adjudicated by the board
Is the complaint upheld by the board?

No

The complaint is not upheld

Yes

The complaint is upheld
Parties are informed of the decision
Parties are informed of the decision
The advertisement is modified or removed
A formal written decision is sent to parties
Do any parties want to appeal?
Parties can appeal the decision
The decision is released to the media