The ASA senior management team is the executive decision-making team responsible for:
- setting the direction for the organisation
- overseeing the management of our core responsibilities and;
- ensuring the delivery of our objectives in line with our standards of service.
The team is led by Chief Executive, Guy Parker.
-
Guy Parker
Chief Executive
Guy is the Chief Executive of the ASA, the UK’s frontline regulator of ads in all media including online.
Responsible for executing the ASA’s strategy - AI-assisted, collective ad regulation - he oversees all functions of the ASA system. And he represents the ASA on the UK Government’s Online Advertising Taskforce and its Consumer Protection Partnership Strategic Group.
From 2021 to 2025, Guy was President of the International Council for Advertising Self-regulation (ICAS), the global platform for effective ad self-regulation comprising national advertising standards bodies and supra-national organisations representing the advertising and media industries. He remains a Board and Executive Committee member and, in May 2025, was elected President of ICAS’ Global Think Tank. From 2013 to 2016, he chaired the European Advertising Standards Alliance (EASA), the European platform for ad self-regulation. Again, he remains a Board and Executive Committee member.
Guy is also a Board member of the Fundraising Regulator and the Creative Industries Independent Standards Authority (CIISA).
-
Miles Lockwood
Director of Complaints and Investigations
Miles has oversight responsibility for the ASA’s core regulatory functions including reactive and proactive casework and investigations and the delivery of proactive regulatory projects.
Miles joined the ASA in 2010. His background is in legal practice and legal regulation. Qualifying as a solicitor in 1998, he worked in commercial legal practice, specialising in general litigation and dispute resolution matters before taking on a variety of legal regulatory roles at the Law Society of England and Wales between 2003 and 2010.
-
Shahriar Coupal
Director of Advertising Policy and Practice
As Director of Advertising Policy and Practice, Shahriar oversees the organisation’s Regulatory Policy, Copy Advice and Compliance functions.
As Director for the Committees of Advertising Practice (CAP), Shahriar is responsible for the effective running of committee business, which includes updating the UK Advertising Codes and associated guidance. He also oversees the effective running of the various CAP Panels and the independent Advertising Advisory Committee.
Shahriar previously worked at Ofcom. He studied Politics at the University of Kent at Canterbury and Economics at Birkbeck.
-
Jo Poots
Head of Operations (Complaints and Investigations)
Jo became Head of Operations for Complaints and Investigations in December 2013, having previously held a wide range of roles in the organisation.
She has oversight of the day to day effectiveness of the teams that assess and investigate complaints and plays a leading role in the wider corporate activities of the ASA management team. Jo had a Business and Marketing degree from the University of Ulster.
-
Adam Davison
Head of Data Science
Adam joined the ASA in 2021 and leads the Data Science team, which is responsible for developing AI and Machine Learning solutions to support the regulatory work of the ASA.
Originally from a background in academic research with a PhD in Physics, Adam has lead data science teams in online retail and publishing prior to joining the ASA.
-
Judith Rowland-Hill
Director of Corporate Services
Judith joined the Advertising Standards Authority in 2022 and her role is to ensure that the ASA has the resources needed to deliver the 2019-2023 strategy 'more impact online’.
Through leadership of our people strategies, she is responsible for developing and motivating our most valuable asset, our people, and ensuring that the ASA is a diverse and inclusive place to work. She is also responsible for securing sustainable funding and ensuring that IT networks and systems are compliant, effective and support the use of machine learning for efficient, effective regulation.
Judith came to the ASA from Depaul UK where she was Executive Director of Finance, IT and Organisational Performance, having held director level corporate services positions within the third sector since qualifying as a chartered accountant. Prior to this, she studied European Finance and Accounting in Leeds and France and holds a Masters degree in Voluntary Sector Management from Bayes Business School.
Judith and her family live in Kent.
-
Donna Castle
Director of Communications
Donna is a public relations expert with a specialism in public affairs/lobbying, she joined the ASA as Director of Communications in May 2022.
Donna has been a Chartered PR Practitioner since November 2015. Donna is an elected member of the Chartered Institute of Public Relation (CIPR) Council and a committee member of the CIPR Public Affairs Group.
Donna has worked in communications for more than two decades. Most recently, Donna was Executive Director of Policy and Communications for PAGB, the consumer healthcare association, which is the self-regulatory body for over-the-counter medicines advertising in the UK – and a member of CAP.
Donna has previously also worked at the Chartered Society of Physiotherapy, Diabetes UK, the British Lung Foundation and two communications agencies.
-
James Craig
Head of Regulatory Projects and Casework
James became Head of Regulatory Projects and Casework in June 2023, having previously held various Copy Advice and Regulatory Policy roles at the Committee of Advertising Practice (CAP).
He is responsible for ensuring that the ASA system’s regulatory projects are aligned with its strategy and for ensuring that its casework is of high quality, proportionate and consistent.
Before joining CAP and the ASA, James completed academic and professional legal training before working in legal and public affairs to protect the intellectual property rights of software publishers.