Advertising Standards Authority Needs You Now!


The Advertising Standards Authority (ASA), a respected industry self-regulatory body in South Africa, is in crisis and needs our support. It urgently requires short-term funding to keep it in business while a turnaround strategy is implemented. In partnership with a business rescue team, the ASA has identified ways in which it can improve and better serve the evolving advertising industry in future.  ASA have appointed Gail Schimmel as Acting CEO.

The IAB believes that the ASA is worth saving, and that a South African advertising industry that continues to regulate itself is far better than one which does not.  We are asking all our members to be involved in the rescue strategy.

The rescue strategy – we would like you to donate one ASA filing fee.
All IAB members – every agency, every marketer, every advertiser, every media owner – are requested to pre-purchase ONE ASA filing fee.  The pre-purchase filing fee will enable the ASA to generate sufficient cash-flows to continue operations for the foreseeable future.

An ASA filing fee is an amount of R 24 396 (including VAT).

In exchange for that filing fee, you will get:

  • MAC Certificate (if you qualify) – which qualifies you for BEE points;
  • Full credit to file a complaint using this fee at any point in the future;
  • A year’s access to the ASA Ad-Library, valued at R3300;
  • The right to carry the ASA logo, adapted to reflect that you are a supporter of self regulation, on your marketing material;
  • Access to training and support in how to leverage the ASA process.

ASA will also be naming and praising those companies that have prepaid a fee on their website, on social media and in the media.

“Losing the ASA would be a truly sad day for not only the advertising industry, but more importantly for proponents of industry self-regulation in any form in South Africa. The ASA has served advertisers and consumers tirelessly for more than 50 years, and has always championed the highest standards of honesty and fairness across the industry. It has certainly had its issues in recent years, but these are already in the process of being resolved.” says Andrew Allison, Head of IAB SA Regulatory Affairs Council.

Questions and funding commitments can be communicated directly to Gail Schimmel at the ASA on