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The Advertising Standards Authority (ASA) has announced the appointment of Guy Parker as its new chief executive.
Mr Parker will assume the position in June, when he will take over from current chief executive Christopher Graham.
While making the announcement, ASA chairman Lord Smith said: Guy has been a tower of strength for us during recent years. He has a clear sense of the challenges and opportunities ahead, and will be exactly the right person to take forward the strong self-regulatory system, led by the ASA."
Mr Parker is currently ASA's deputy director general and director of complaints and investigations where he oversees the handling of over 25,000 complaints each year.
He is also an executive committee member of the European Advertising Standards Alliance.
Mr Parker said he was "honoured" to have been appointed as the new chief executive and is "extremely excited" about the challenges ahead.
The ASA received a record 26,433 complaints last year, which resulted in 2,475 ads being withdrawn or altered.
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