Any party who feels aggrieved by a ruling of the Directorate may, within ten days of the date on which such party is informed of the ruling, appeal to the Advertising Standards Committee, in respect of consumer complaints, or to the Advertising Industry Tribunal , in respect of competitor complaints, against such ruling.
To cover the cost of the First Appeal, both the appellant and respondent to the First Appeal will be required to lodge a sum of money, in an amount to be advised by the ASA, with the Directorate. Consumers or organisations serving the public interest lodging appeals are not required to pay for the cost of an appeal.
The Chairperson of the Advertising Standards Committee or Advertising Industry Tribunal may, either at the conclusion of the First Appeal hearing or within a reasonable period thereafter, award the cost of the First Appeal against any or other of the parties, in such proportion as the Advertising Standards Committee or Advertising Industry Tribunal may determine.
Where payment is required, such appeal will not be considered to be lodged until such time as proof of payment is received by the ASA.