Supporting Trust
in Advertising

Trust is an important factor in effective advertising – for the public, the advertising industry itself, and policymakers.

For trust to exist, advertising must be legal, decent, honest and truthful. Advertising in the UK is self-regulated, to ensure that this is the case.

The Advertising Standards Board of Finance Limited (asbof) is responsible for collecting the levy that funds this self-regulation – and is carried out by the Advertising Standards Authority (ASA)

Download the full guide
What is
the asbof levy?

The asbof levy is voluntary, raised to fund the self-regulation of advertising in the UK. It is paid by advertisers using specific marketing channels, and is based on the level of spend within those media.

To be truly effective, it is important that all advertisers support this system, and the UK advertising industry has been successfully self-regulating since 1975.

The levy is collected on our behalf by advertising agencies from their clients. It is also paid directly to us by media companies, based on the billings they charge their clients. And, also, directly from advertisers (again based on billings) who deal directly with the digital platforms – for example those who have registered on the asbof.withgoogle site.

For broadcast advertising, visit basbof

Why contribute?

It is important for advertisers to pay the levy because it directly – and solely – enables the self-regulation of advertising in the UK.

Regulation is important, because it ensures that advertising is – and is seen to be – legal, decent, honest and truthful. Advertising which isn’t these things won’t be trusted by
the public, and will lose its impact.

And self-regulation (as opposed to alternative, Government regulation) is crucial, because it leads to better trust, relevance, responsibility and effectiveness, for advertisers and the industry as a whole.

How much will
you contribute?

This is to help advertisers who do not already have an agency charging
them the levy on their media spend.

Still not sure?

Download our guidelines for additional information on exclusions and methods of calculation

What is your annual UK media spend, excluding TV, Radio and Cable?

For broadcast advertising, visit basbof

Please enter a spend in the field.
You will contribute:

Please note this is an indication of your contribution, based on the information you have provided.

To confirm the precise amount(s), or for more information, please contact our team on 020 7340 0210 or via

To pay the levy please contact asbof and we will set up a suitable billing arrangement based on your estimated annual media spend.

If your media spend includes Google PPC and/or Paid Search, and you have no agency billing you the levy on this, why not register at asbofwithgoogle. Registration with asbofwithgoogle will allow Google to tell us the exact levy due on your media spend there, and we will invoice you quarterly on that basis, for direct payment to us.

Contact Us
Still not sure?

Download our guidelines for additional information on exclusions and methods of calculation

Read more on our impact
Our member organisations

Without trust a brand is just a product and its advertising is just noise.

Keith Weed, President, Advertising Association

All advertisers gain great benefit from advertising self-regulation, so it is vital that all share the cost, and pay the levy.

Phil Smith, Director General of ISBA

Consumer trust is crucial to brand value and so our value as an industry.

Stephen Woodford, CEO, Advertising Association

How to contribute

The Mailing Preference Service (MPS) is a free service for the public (funded by the direct mail industry), to enable them to have their names and home addresses in the UK removed from lists used by the industry. It is actively supported by Royal Mail – and all directly involved trade associations – and is fully supported by The Information Commissioners Office (ICO). It is funded by the Mailing Standards levy, which is charged at £2 per £1,000 on the cost of postage, and is collected – in the main – by Royal Mail, included on its postage mailing invoices.