Our executive

The Committees of Advertising Practice (CAP and BCAP) are supported in their work by the Advertising Policy and Practice department that sits within the overall structure of the ‘ASA system’ for UK advertising regulation. The team is responsible for code policy work, provision of pre-publication advice, on-going training for industry, writing and updating of guidance to help advertisers interpret the Codes, proactive monitoring of advertisements and, of course, a robust compliance function. 

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  Shahriar Coupal

  Director of Advertising Policy and Practice and CAP/BCAP Secretary

  Shahriar Coupal is responsible for ensuring the proper running of the CAP and BCAP Committees and directing the self-regulatory system’s monitoring, compliance, code policy and copy advice functions.
  
  Shahriar was previously Manager of the CAP and BCAP Code Policy team where he played a central role co-ordinating the first major review of the UK Advertising Codes and subsequent public consultation.
  
  Shahriar is also a Director of the Advertising Standards Authority (ASA). He joined the ASA from Ofcom in 2005 when the ASA took on responsibility for regulating broadcast advertising.

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  Malcolm Phillips

  Code Policy Manager

  Malcolm did postgraduate work in English Literature before moving to London and joining the Advertising Standards Authority as an Investigations Executive, moving to the Committee of Advertising Practice (CAP) Code Policy team in 2007.
  
  In late 2009, he took over as manager of the CAP Code Policy team, which assists CAP and BCAP in ensuring the Advertising Codes remain relevant and fit for purpose, for example by ensuring they are, where appropriate, responsive to changes in public policy and that they are consistent with the law. The Code Policy team has recently undertaken projects on extending the online remit of the CAP Code, broadband and telecommunications marketing, and how rules on database practice affect children.

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  Nick Hudson

  Copy Advice Manager

  With an LLB in Business Law, Nick started his working life in advertising, working in several ad agencies in the account handling department for over ten years.
  
  He joined the ASA in 2006 initially working in compliance, helping to enforce ASA rulings and monitoring for problematic ads. He took over as Copy Advice Manager and Assistant Secretary to the General Media Panel (GMP) in 2009. 

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  Claire Serle

  Copy Advice Manager

  Having graduated with a First in Economics, Claire joined the ASA in 1993. She managed a Complaints team and an Investigations team before becoming the Copy Advice Manager in 2002. Having worked for both the ASA and CAP, she has extensive experience of assessing ads from both a consumer and practitioner’s perspective.

  Claire has been the Assistant Secretary to the General Media Panel for about 15 years. 

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  Bruno Sheldon

  Compliance Manager

  Bruno is from Norwich and got his first degree in Geographical Science at Portsmouth University.  He obtained a Masters degree in Rural Resources and Environmental Policy at London (Imperial College) before working as a Research Assistant for British Sugar PLC and then as an Environmental Projects Officer in local government.

  Bruno joined the ASA in January 1998 as an Investigations Executive and quickly moved to CAP where he undertook roles with responsibilities for developing the organisation’s strategy for online advertising regulation. In 2003 Bruno became an ASA Complaints Manager before he returned to CAP to become a Compliance Manager in August 2006.

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  Nicola Philippi

  Compliance Manager

  Nicola has broadcast production experience from jobs at the BBC including Newsround and Watchdog. At NBC Europe she acquired and scheduled programmes. Then more recently at CNBC Europe she was responsible for coordinating the newsroom, booking satellite feeds and crews, making promotions as well as ensuring compliance for both advertising and programming. 

  Nicola joined CAP in 2004 to ensure broadcast compliance in teleshopping and other sensitive policy sectors. In 2006 a dedicated monitoring team was set up with Nicola as the manager. In 2007 her team’s responsibilities were reorganised to include compliance.