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Advertising Standards Authority (ASA) | Committee of Advertising Practice (CAP)
(https://www.asa.org.uk) 📸 Data Snapshot: May 21, 2026
Information Density — The Lens
Classify each sentence as substantive or hollow. Grounding markers — numbers, currencies, dates, technical units, named entities — outweigh marketing adjectives. When fluff sits right next to hard evidence, the fluff is forgiven.
Info Density
Power-words vs. Substance ratio.
29
Impact Weight: 30 / 100
97% Reputation
The body substance ratio is exceptionally high, with H4 headings like ‘Boots UK Ltd t/a boots.com’ and ‘Perrin Et Fils SAS t/a La Vieille Ferme’ leading directly to specific regulatory outcomes. Only a tiny fraction of heading text uses power words like ‘evolving’ or ‘transforming’ [H1], and these are immediately grounded by mentions of ‘AI-powered monitoring’ and the ‘2025 annual report.’ Specificity is maintained throughout with exact dates (20 May 2026) and named entities.
Information Density is read straight from the body copy: how much of the text carries grounded, checkable substance versus hollow filler. Below is the clean text the engine analyzed, then the industry’s known generic-claim patterns to weigh it against.
📝 The Narrative — clean text per page (the substance-vs-filler signal)
HOMEPAGE (https://www.asa.org.uk) Home – ASA | CAP
[IMG: How ad regulation is evolving] [H1] How ad regulation is evolving [H4] From AI-powered monitoring to tackling emerging harms, see how we’re transforming ad regulation. Explore the key moments from 2025 and what’s coming next. Download the annual report [IMG: Report a Scam Ad] [H1] Report a Scam Ad [H4] We have a Scam Ad Alert system to better protect consumers, as well as an ad reporting tool to help us act quickly. If you've seen an online scam ad, let us know. Find out more [IMG: CAP Bitesize!] [H1] CAP Bitesize! [H4] Our latest CAP Bitesize series helps businesses get to grips with advertising non-surgical cosmetic interventions, such as dermal fillers, teeth whitening treatments, laser or light treatments, and more. Watch now [H1] Who we are and what we do The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice (CAP). Learn more [H3] Advice and guidance [H3] Make a complaint [H3] Training & events [H3] Our latest news [H2] Latest rulings [H4] Boots UK Ltd t/a boots.com Upheld in Part Website (own site) 20 May 2026 [H4] DBZ Marketplace Online Ltd t/a Debenhams Upheld Website (own site) 20 May 2026 [H4] Perrin Et Fils SAS t/a La Vieille Ferme Upheld Social media (paid ad) 20 May 2026 Show more [H2] Latest news [H4] Celebrating Tim Duffy’s leadership of the IAP and welcoming Jenny Biggam as Chair ASA and CAP News 18 May 2026 [H4] Renters Rights Act May 2026 – what does it mean for your ads? CAP News 14 May 2026 [H4] Make sure you don’t need VAR - keeping your World Cup ads onside CAP News 14 May 2026 View all news [IMG: logo-cap] [H1] Popular advice & resources Having an ad banned by the ASA can be costly. At CAP we want you to produce successful campaigns that also follow the rules. That’s why we offer a wide range of advice services to support you: [H2] Latest advice [H4] Alcohol: Enhanced sporting, mental and physical capabilities AdviceOnline 20 May 2026 [H4] Alcohol: Therapeutic claims AdviceOnline 20 May 2026 [H4] Promotional savings claims AdviceOnline 20 May 2026 [H2] Useful resources AdviceOnline Library - Advice for Marketers Advertising Guidance - Formal CAP Guidance Training and events Consultations Research at the ASA and CAP [H2] Also of interest [IMG: CAP eLearning] [H3] CAP eLearning [IMG: Our newsletters] [H3] Our newsletters [IMG: Our research] [H3] Our research Want to make sure your ads are right first time? Get helpful advice and tips by signing up to our newsletter.
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SUB-PAGE (https://asa.org.uk/codes-and-rulings/rulings.html) Rulings – ASA | CAP
[H1] Rulings [H4] Our rulings are published every Wednesday and set out on the public record how, following a formal investigation, the advertising rules apply and where we draw the line in judging whether an ad has broken the rules. We also publish a list of companies and organisations which agree to amend or withdraw their ad without being subject to a formal ruling. Add to my favourites Home Codes and rulings Rulings Rulings (8) [H4] Boots UK Ltd t/a boots.com Upheld in Part Website (own site) 20 May 2026 An online display ad for Boots made misleading savings claims. Another ad was investigated but it didn’t break the rules. [H4] DBZ Marketplace Online Ltd t/a Debenhams Upheld Website (own site) 20 May 2026 Two video display banners for Debenhams made misleading savings claims. [H4] John Lewis plc Upheld Social media (paid ad) 20 May 2026 A paid-for Facebook ad and an online display ad for John Lewis made misleading savings claims. [H4] Perrin Et Fils SAS t/a La Vieille Ferme Upheld Social media (paid ad) 20 May 2026 A paid-for TikTok ad for a wine company irresponsibly implied that alcohol had therapeutic qualities, portrayed alcohol as being capable of changing your mood and a source of nourishment and made health claims. The ad was also socially irresponsible by encouraging excessive drinking. [H4] Shop Direct Home Shopping Ltd t/a Very Upheld Website (own site) 20 May 2026 Two website pages for Very made misleading savings claims. [H4] SnackVerse Ltd Upheld Website (own site) 20 May 2026 A webpage for a snack subscription box misleadingly implied their subscribers would receive a specific country-themed box but didn’t make clear this was subject to allocation conditions. [H4] This is Enough Ltd Upheld Social media (own site) 20 May 2026 A website, LinkedIn post and GoFundMe page promoting DNA testing kits for victims of sexual assault made misleading claims about the incidence of rapes and the potential for evidence gathered using their self-testing kit to be admissible in court. [H4] VAM Apps Co t/a The Coach Upheld Social media (paid ad) 20 May 2026 A paid-for YouTube ad for a men’s health app was likely to cause serious and widespread offence. Informally resolved (6) [H4] Eaton Gate Gaming Ltd t/a Kwiff 20 May 2026 Number of complaints: 1 [H4] Game Retail Ltd t/a GAME 20 May 2026 Number of complaints: 1 [H4] IES Ltd t/a All Clear Travel Insurance 20 May 2026 Number of complaints: 1 [H4] Invicta Investment Properties Ltd t/a Invicta Property 20 May 2026 Number of complaints: 1 [H4] Verisure Services (UK) Ltd t/a Verisure 20 May 2026 Number of complaints: 1 [H4] Vodafone Ltd t/a Voxi, vodafone 20 May 2026 Number of complaints: 1 Mail order cases (0) Database cases (0)
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SUB-PAGE · THIN (https://asa.org.uk/advice-and-resources/news.html) News – ASA | CAP
Want to make sure your ads are right first time? Get helpful advice and tips by signing up to our newsletter.
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SUB-PAGE · THIN (https://asa.org.uk/advice-and-resources/training-and-events.html) Training and events – ASA | CAP
Want to make sure your ads are right first time? Get helpful advice and tips by signing up to our newsletter.
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SUB-PAGE · THIN (https://asa.org.uk/newsletter.html) Our Newsletters – ASA | CAP
Home Our Newsletters [H1] Our Newsletters Use this page to subscribe, re-subscribe, or change your preferences for receiving ASA and CAP newsletters. To stop receiving our emails, see our unsubscribe page. Subscribing Sign up now to receive handy hints, infographics and insightful advice from the experts who write the advertising rules. Please remember to confirm your preferences using the email you'll receive. Unsubscribing Please go to our unsubscribe page if you would like to no longer receive ASA and CAP emails.
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SUB-PAGE (https://asa.org.uk/issues-and-topics.html) Issues and topics – ASA | CAP
[H1] Issues and topics [H4] Helpful information on the advertising rules and examples of previously published ASA rulings based upon topics, issues and media channels. Add to my favourites Home Issues and topics [IMG: Health and beauty] [H3] Health and beauty Helpful information on the advertising rules and examples of previous ASA rulings relating to cosmetic surgery, slimming products, medicines, grooming and hygiene products, medical procedures and devices, and treatment for health conditions. [IMG: Lifestyle and living] [H3] Lifestyle and living Helpful information on the advertising rules and examples of previous ASA rulings relating to gambling, travel, food and drink, alcohol, tobacco, fashion and leisure. [IMG: Money and legal] [H3] Money and legal Helpful information on the advertising rules and examples of previous ASA rulings relating to property, recruitment and work, promotions and competitions, additional charges including VAT and tax, and financial products and services. [IMG: Social and political] [H3] Social and political Helpful information on the advertising rules and examples of previous ASA rulings relating to harm and offence, children and the vulnerable, beliefs and culture, gender, charity, politics and popular culture. [IMG: Technology and environment] [H3] Technology and environment Helpful information on the advertising rules and examples of previous ASA rulings relating to home utilities, energy issues, the environment, farming, electronics, telecommunications and machinery. [IMG: Media channels] [H3] Media channels Helpful information on the advertising rules and examples of previously published ASA rulings based upon media channels. [IMG: Issues] [H3] Issues Helpful information on the advertising rules and examples of previously published ASA rulings based upon issues.
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🧭 Industry Context — common generic-claim patterns in Marketing, SEO & Advertising Agencies to weigh the text against
Generic Claims:
we grow businesses, results that speak for themselves, your marketing partner, proven track record, trusted by leading brands, we increase your revenue…
Red Flags:
guaranteed rankings or specific position promises, case studies with no client names or metrics, proprietary tools that are rebranded free tools, results claims without timeframes or baselines, partner badges without verifiable partner directory listing, every service offered by a small team with no specialists…
Semantic Drift Patterns:
homepage claims data-driven but case studies show no metrics, claims full-service but team is three people, homepage targets enterprise but case studies are local businesses, claims proprietary methodology but describes standard practices, ROI focus on homepage but portfolio shows vanity metrics only…
Proof Expectations:
named client case studies with before-and-after metrics, specific revenue or traffic numbers achieved, verified vendor partnerships with tier levels, team member profiles with specific expertise and career history, portfolio with named clients and campaign details, third-party ratings on Clutch, G2, or Google…
Explore the other reputation pillars for Advertising Standards Authority (ASA) | Committee of Advertising Practice (CAP)
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from Advertising Standards Authority (ASA) | Committee of Advertising Practice (CAP), captured on May 21, 2026, to show how machine logic reads Information Density signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Advertising Standards Authority (ASA) | Committee of Advertising Practice (CAP): This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://www.asa.org.uk to view the most current version of its content and see directly what this company is about and what it offers.