The UK’s advertising regulator has significantly expanded its proactive monitoring and enforcement activity in 2025, responding to rising expectations around online regulation, transparency and consumer protection, according to the ASA and CAP Annual Report 2025.
Shift toward proactive regulation
The Advertising Standards Authority (ASA) and the Committees of Advertising Practice (CAP), which together oversee advertising rules and enforcement across media, said they scanned nearly 60 million online advertisements during the year using AI-assisted systems. This work contributed to 36 proactive regulatory projects and reflects a broader shift toward preventative oversight.
Alongside this, the regulator handled more than 40,000 complaints from the public concerning over 25,000 ads. As a result, 22,383 advertisements were amended or withdrawn.
Officials said this marks a continued transition in regulatory strategy. In 2012, most resources were allocated to reactive casework, but by 2025 nearly half were directed toward proactive work, while the share focused on complaints declined. The report noted, however, that complaint-led investigations remain an important component of enforcement.
Growing role of artificial intelligence
The increasing use of artificial intelligence was highlighted as a central development in 2025. The ASA said its Active Ad Monitoring system is used to identify potentially harmful or misleading advertising at scale, with human reviewers assessing flagged content.
At the same time, the regulator noted that AI is influencing the advertising landscape itself by enabling higher volumes of more personalised content. This has contributed to a growing number of complaints involving AI-generated advertisements.
Compliance and ongoing gaps
The report identified mixed levels of compliance across different sectors. In a study of influencer marketing on social media platforms, around 57% of advertisements complied with disclosure rules, an increase from 35% in 2021. However, 34% of posts contained no disclosure, indicating that further improvements are needed.
Research into alcohol advertising found high overall compliance, with 96% of ads appearing to meet regulatory standards. However, some issues were identified, particularly in the labelling of alcohol-free products, where a notable proportion raised potential concerns.
Focus on vulnerable groups and high-risk areas
The ASA reported targeted action in areas affecting vulnerable consumers, including enforcement against the promotion of prescription-only weight-loss medicines. It clarified that references to such treatments, including imagery and general descriptions, can constitute prohibited advertising to the public.
The regulator also conducted research into how older people are portrayed in advertising and updated its rules to strengthen protections for individuals who may be financially or digitally vulnerable.
Environmental claims and industry guidance
On environmental claims, the ASA said it continued to address both misleading “greenwashing” and the under-reporting of sustainability efforts, sometimes referred to as “greenhushing.” It stated that advertisers can make compliant claims if they are accurate and supported by evidence.
CAP reported delivering more than 596,000 instances of advice and training to businesses during the year, aimed at helping advertisers comply with rules before publication.
Regulatory developments and future outlook
The report also outlined ongoing work to implement new restrictions on advertising for less healthy food and drink products. Following legal and policy uncertainty, the introduction of the rules has been delayed until January 2026, with updated guidance issued to support businesses in preparation.
In its broader assessment, the ASA said advertising continues to play an important economic role while requiring proportionate and transparent oversight. It added that maintaining public trust remains central to the regulatory system, particularly as expectations from policymakers and the public continue to increase.