The Code was born out of necessity in 1974, during a period of public concern over misleading advertisement. This concern peaked at an Advertising Association conference when John Methven of the Office of Fair Trading underscored the need for a more robust system. Initially, the Code introduced provisions to ensure clarity in advertising messages, fairness in competition, and respect for consumer privacy—principles that were revolutionary at the time and set the stage for subsequent adaptations, including those necessary to address challenges posed by the digital revolution. The establishment of the Advertising Standards Board of Finance (ASBOF) in 1975 further underscored this commitment. ASBOF not only provided essential financial backing for regulatory efforts through a levy on advertising space costs but also bonded a collective commitment to upholding the health and integrity of advertising practices across the UK. IPM Regulatory Affairs Manager, Manny Roberts references the importance of the code and why the UK continues to be an industry leader.

Throughout the 2000s, the Code underwent significant updates to keep pace with digital technologies, ensuring that advertising and promotions on platforms like online and social media maintained appropriately high standards. These significant updates introduced specific clauses aimed at regulating advertising and promotional activity user-generated content, owned media, influencer partnerships, social media promotions, and mobile app-based promotions. Amendments were essential in clarifying the lines between authentic content and advertising, ensuring that all promotional activities could be easily identified and held to the same rigorous standards. Reflecting on these significant advancements, Shahriar Coupal remarks on the evolution of the code in response to new challenges in the digital marketing landscape.

In 2014, the rise of the internet as the primary medium for consumer complaints marked a pivotal shift in the advertising landscape. With 13,477 complaints registered against 10,202 ads in 2013—an increase of 35%—setting a new record for public complaints. In response to this demand, the Advertising Standards Authority embraced in the coming years, technological advancements in artificial intelligence. The introduction of the Active Ad Monitoring system in 2023, has significantly bolstered the regulatory capabilities of the ASA, providing more scope of these regulatory measures, providing more comprehensive reporting on compliance levels and generating significantly greater numbers of irresponsible online ads amended or withdrawn.