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ASA extends it’s remit to cover the Web

From March 1st 2011, the Advertising Standard Authority (ASA) remit is to be extended to cover marketing communications on websites as well as other media like radio, TV, and posters.

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) will apply in full to marketing messages online, including the rules relating to misleading advertising, social responsibility and the protection of children.

This development is seen as good news for the protection of both consumer and businesses alike as it will ensure a level playing field as in other media.

It will cover:

  • Advertisers’ own marketing messages on their websites, regardless of sector, type of businesses or size of organisation
  • Marketing communications in other non-paid-for space under the advertiser’s control, such as social networking sites like Facebook and Twitter.

The code of conduct only applies to marketing and advertising online and does not extend to material such as personal blogs (although those with a commercial stance may fall under scrutiny), or classifieds. It intends to ensure advertising stays ‘legal, honest, decent, and truthful’.

By Adam Stone | Managing Director

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