Proactive, not only reactive
The ASA still takes complaints from the public. It also runs Active Ad Monitoring, which uses AI to find ads that may need a closer look. ASA experts then decide whether action is needed. The system does not replace that judgment.
What that does not mean
It does not mean every creator video is reviewed. It means a brand cannot treat silence as safety. If the claim is live, it can be found without a complaint arriving first.
Where a check belongs
The useful moment is before publication. Check the speech, the on-screen text and the caption against the rules for that campaign. A named reviewer signs. The record shows what was reviewed and what changed.
