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ASA to clamp down on digital content

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The Advertising Standards Authority has announced that it will soon be regulating online marketing, in response to thousands of complaints which until now fell outside its jurisdiction. The ASA website clarifies:

“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.”

The ASA already regulates paid-for advertising space, but the new CAP code sanctions will also cover marketing communications on the advertiser’s own website. In addition, they will regulate any advertising in non-paid-for space, such as on social media sites. Of course, this only applies to sites the ASA can control, so the move will only have repercussions for UK digital marketing.

Websites breaching this policy could be subject to the removal of their paid-for advertisements, removal of pages linking to prohibited marketing, or even being emblazoned with an ASA advertisement highlighting their non-compliance. Meanwhile, content classed as “journalistic” or “relating to causes or ideas” will be above the law.

The operation will be funded by a 0.1% levy on paid-for search engine advertising, with additional capital from Google. With implementation forecasted for March 1st 2011, CAP Services have six months “to conduct training work to raise awareness and educate business on the requirements of the CAP Code, particularly amongst those who may not previously have been subject to ASA regulation”.

Written by rachel_hand_swapRachel Hand

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theEword - 23 hours ago

We’ve delivered over 20 free knowledge share events in 2014, we will round off our events calendar with our digital trends event at #Google

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theEword - 2 days ago

Read more about what Google and theEword are getting up to in Manchester next week! http://t.co/HjF13a09zo

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theEword - 2 days ago

We want you all to benefit from our event with Google! Tweet us your questions and get answers straight from Google themselves #AsktheEword

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theEword - 3 days ago

We are passionate about knowledge share and can’t wait to share snippets straight from Google with you on Monday http://t.co/HjF13a09zo

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theEword - 3 days ago

We're partnering with Google for an event looking at digital trends for 2015 next week. More info here: http://t.co/etwwXV1fwq

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