The digital remit of the Advertising Standards Authority (ASA) is extended to deliver more comprehensive consumer protection online.

by Rune H. Rasmussen

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

Websites will be given until 1 March 2011 to comply with the new rules.

Same strict advertising rules as in other media
The new remit will ensure the same high standards as in other media and will cover advertisers own marketing communications on their own websites, and marketing communications in other non-paid-for space under their control, such as social networking sites like Facebook and Twitter.

Journalistic and editorial content and material related to causes and ideas – except those that are direct solicitations of donations for fund-raising – are excluded from the remit.

Protection of children and consumers
At the heart of current advertising codes of practice is the protection of children and vulnerable people, protecting them from physical, mental or moral harm.

ASA Chairman Lord Chris Smith said:
 “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 1 March anyone who has a concern about a marketing communication online will be able to turn to the ASA.”

Sources:

Advertising Standards Authority
Landmark agreement extends ASA’s digital remit

BBC News
Advertising Standards Authority gets online power