The Code of Advertising Practice in Kenya was formally launched in April 2003 following a comprehensive review initiated by the Marketing Society of Kenya (MSK) and the Advertising Practitioners Association (APA). While the Advertising Standards Body (ASB) has existed for as long as MSK itself, its regulatory role was historically carried out informally by the Chairman of MSK until the establishment of a more structured and independent framework. The introduction of the Code marked a significant milestone, providing clear guiding principles to protect consumers, promote professionalism among advertisers, and support the development of competitive national and regional advertising standards.

The Advertising Standards Body of Kenya serves as the umbrella organization responsible for regulating the advertising industry through a system of self-regulation. Its key duties include developing and maintaining the Kenyan Advertising Code of Practice, ensuring adherence to ethical advertising standards, and safeguarding public interest by preventing misleading or harmful communications. The ASB also provides a structured dispute resolution mechanism, enabling complaints from consumers, competitors, agencies, and other stakeholders to be handled fairly and transparently. In doing so, it reinforces accountability, integrity, and professionalism across the marketing and advertising ecosystem.

A clear distinction exists between the roles of the Advertising Standards Board and the Advertising Standards Committee (ASC). The Advertising Standards Board acts as the governing and oversight body, responsible for appointing members of the ASC, setting policy direction, and ensuring the overall effectiveness of the regulatory framework. In contrast, the ASC functions as the adjudicatory arm, tasked with hearing and determining complaints related to advertising and direct marketing practices. It operates under a defined procedural guide to ensure fairness and impartiality. Additionally, the Board establishes appeals mechanisms, whereby rulings made by the ASC can be reviewed and determined by an appeals tribunal constituted under its authority.

Overall, the organization operates on principles of self-regulation, guided by its vision to promote responsible, honest, and decent advertising in Kenya and beyond. Its mission emphasizes managing a robust code of advertising through best practice, while its core values being accountability, integrity, objectivity, inclusiveness, progressiveness, and transparency, underpin all its activities. Through collaboration among industry stakeholders and structured enforcement mechanisms, the ASB continues to strengthen trust in advertising and foster a professional and competitive marketing environment.