The Advertising Standards Authority has told businesses that they should try to resolve disputes with their competitors before flagging them up with the ASA. The ASA is the industry’s voluntary regulator in charge of enforcing the CAP Code and BCAP Code, the codes of practice aimed at ensuring adverts, including material written on businesses’ own websites and social networking sites, are fair and not misleading. The ASA said it would not necessarily throw out a complaint about a competitor where direct discussions had not been attempted, but it would usually expect reasonable steps to have been taken to resolve the issue amicably first. The ASA made its comments in its response to its Process Review, whereby it is aiming to make its processes more efficient and cost-effective. Its statement can be found here: http://www.cap.org.uk/Media-Centre/2011/ASA-concludes-process-review.aspx.