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ASA extends regulatory remit to cover online advertising
Marketing News |
01/09/2010
The remit of the Advertising Standards Authority (ASA) is to be extended significantly next year, enabling the regulator to clamp down on online marketing malpractice.
At present the ASA only has jurisdiction in the offline domain, but the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing is being amended to reflect the increasingly common nature of web-based promotions.
From March 1st 2011, businesses across all sectors will be answerable to the authority when they advertise using the internet.
Advertisers' marketing communications on their own websites, and content placed on non-paid-for space under their control, such as social networking sites, will be included under the ASA's extended remit.
Among the sanctions possible for firms breaching online advertising regulations will be the forced removal of paid-for search advertising, and the publication of ASA ads highlighting the nature of the advertiser's non-compliance.
UK businesses are now being given a six-month grace period to react to the legal change, allowing time for firms not previously subject to ASA regulation to take all necessary preparations.
ASA chairman Lord Chris Smith commented: "This significant extension of the ASA's remit has the protection of children and consumers at its heart.
"We have received over 4,500 complaints since 2008 about marketing communications on websites that we couldn't deal with, but from March 1st, anyone who has a concern about a marketing communication online will be able to turn to [us]."
The ASA is an independent watchdog committed to maintaining standards in advertising for the benefit of consumers, advertisers and society at large.
It enforces the Advertising Codes written by the Committee of Advertising Practice and takes action when marketing communications break the rules.
Posted by Jon Aspinell
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