The ASA (Advertising Standards Authority) is a major media regulator. It regulates adverts all over the UK. They receive and tackle with the complaints made by the public about television that may come across as inappropiate for a number of reasons. Although the ASA gets these complaints, it can’t punish the people responsible for making the advert. All it can do is post on their official website about the advert then take it to Ofcom (Office of communications). Any advert that is put T.V must FOLLOW THE rules that the ASA has put in place, they are also required to not be misleading, harmful or offensive. However charity and public service adverts have more scope to use powerful or upsetting images in order to get a certain message across, but there is a limit to what they can show. There are certain requirements that the ASA expects advertisers to follow such as marketing communications must not contain anything that would cause serious or widespread offence. adverts directly aimed at children (or featuring) must not contain anything that would result in their physical, mental or moral distress. The ASA is rather restricted in terms of what they can do online,in regards to the fact that the ASA can’t punish advertisers directly and can only DEAL with complaints. However, they have a strong set of rules that can allow charity advert get their message across without causing distress to the public.