News In Focus
1 September 2010
ASA to regulate online advertising
The Advertising Standards Authority (ASA) is to be given new powers to regulate online advertising, including promotions on companies’ websites and social networking sites such as Facebook, to the same standard as print media. The new powers give businesses until 1 March 2011 to make their websites and online marketing compliant.
Last year, the ASA received over 3,500 complaints, fully half of which fell outside its current remit.
In a statement, an ASA spokesperson said: “This is a massive step. Consumers don't differentiate between adverts on TV or online and this ensures that claims online will be subject to the same strict scrutiny of those in traditional media.”
Expansion of the ASA’s fiefdom will be accompanied by a raft of internet-specific sanctions for companies found to have breached the rules, including the ability to remove paid-for search advertising and the right to place ads of its own, highlighting advertisers’ infractions.
However, in a nod to online freedom of speech, journalistic and editorial content related to causes and ideas will remain exempt.