New Online Remit For Advertising Standards Authority

Watchdog now controls companies’ marketing claims made on their own websites

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From 1 March 2011 the Advertising Standards Authority’s (ASA) online remit now extends to cover companies’ own marketing claims on their own websites and in other non-paid for space they control. This landmark development brings enhanced consumer protection, particularly for children.

The ASA already regulate internet ads in paid-for space, like banner ads, pop-ups and paid search results, but their new responsibilities mean that they now apply the same standards to marketing communications on companies own websites and in other non-paid space they control, like Facebook and Twitter.

The UK Code of Non-broadcast Advertising, which includes rules to make sure advertisements do not mislead, harm or offend, will be applied to all UK based company websites regardless of the sector or size of business or organisation.

Since 2008, the ASA has received over 4,500 complaints that they couldn’t deal with, but now anyone who has a concern about an online marketing communication will be able to turn to them. Not only is this good news for consumers, it is also good for business – marketing communications that are trusted are more likely to work and deliver value.

The extension to the ASA’s remit was in response to a recommendation from the UK ad industry, which has a long history of being committed to ensuring ads across media are legal, decent, honest and truthful. By extending the ASA’s remit, industry has responded to consumers’ demands.

March 2, 2011