UK advertising watchdog accused of breaking rules in its own ad campaign

The ASA campaign was launched in conjunction with household brands including Comparethemarket, Tesco and Lloyds bank. Photograph: ASA

The UK advertising watchdog has received a complaint about its own high-profile UK-wide campaign, accusing it of breaking the rules it enforces around misleading marketing.

The Advertising Standards Authority (ASA), which investigates whether ads breach UK regulations, is being asked to investigate claims made in its campaign launched in conjunction with household brands including Tesco, Comparethemarket and Lloyds bank.