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

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 ad

Yes

The advertiser, agency or media change / remove the ad
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
The ad is removed or amended
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