As first lady, she played a major role in supporting government organisations involved with social and economic development as part of a reform initiative halted due to the outbreak of the Syrian civil war.

[4] Along with her husband, Assad was considered to be one of the "main economic players" in Syria, controlling large parts of Syrian business sectors, banking, telecommunications, real estate and maritime industries.

[6][7][8] In the UK, she was a part of a preliminary inquiry within the War Crimes unit of the Metropolitan Police with allegations involving the "systematic approach to the torture and murder of civilians, including with the use of chemical weapons" and incitement of terrorist acts.

[19] After graduating from King's College London, she started work as an economics analyst at Deutsche Bank Group in the hedge fund management division with clients in Europe and East Asia.

[12] Many interpreted the union as a reconciliation and sign of progression towards a reformative government as Assad grew up in the United Kingdom and represents the Sunni majority, unlike the Alawite Bashar.

"[26][additional citation(s) needed] According to media analysts, Assad focused on women's rights and education but ultimately stood by her husband on political matters.

[21][27][28] The United Nations Development Programme spent US$18 million to help organise a complex set of reform initiatives showing the Syrian government was working toward a more modern and progressive form of government, a key part of which was helping to create "a reformer's aura" for Assad, highlighting her participation in the Syria Trust for Development until the programme was suspended as the country descended into civil war.

[13] In February 2011, Vogue published "A Rose in the Desert", a flattering profile of Assad by veteran fashion writer Joan Juliet Buck[31] that was described as Orientalist.

[37] In another article in The Telegraph published in August 2012, Buck harshly criticised Asma al-Assad for being compliant in the regime's war-crimes and described her as the "First Lady of Hell".

[43][40][44] On 23 March 2012, the European Union froze her assets and placed a travel ban on her and President Bashar al-Assad's other close family members as part of escalating sanctions against the Syrian government.

[48] On 16 April 2012, Huberta von Voss Wittig and Sheila Lyall Grant, the wives of the German and British ambassadors to the United Nations, released a four-minute video asking Assad to stand up for peace and urge her husband to end the bloodshed in her country.

[49] Assad had not been seen in public since the July 2012 bombing of the Syrian Military Intelligence Directorate, leading to press speculation that she had fled Damascus or the country.

[9] It was reported that Assad pursued talks with powerful Alawite figures to portray herself as a more amenable alternative in case of Bashar al-Assad's resignation.

[57]Assad first met her future husband during childhood holidays in Syria, but they became closer when he moved to London in 1992 to train as an ophthalmologist at the Western Eye Hospital.

[65] On 21 May 2024, the Syrian presidency announced that Assad had been diagnosed with acute myeloid leukemia, following the emergence of several symptoms and clinical signs, which would force her to refrain from direct work and participation in events as part of the treatment plan.

[69][70] Despite Assad retaining British citizenship, UK foreign secretary David Lammy confirmed that she was no longer welcome in the United Kingdom, citing sanctions against her.