RSS LinkedIn Google Plus

Call us: 0800 014 9884

ASA to clamp down on digital content

ASA_to_clamp_down_on_digital_content_5551

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

Testimonials

theEword understand our market dynamics

~ Lees Solicitors ~

  Lees Solicitors

"theEword are scrupulously honest and hardworking"

~ Britannia Living ~

  Britannia Living

"theEword consistently go above and beyond"

~ Merlin Entertainments ~

  Merlin Entertainments

"They are so creative, they come up with so many fantastic ideas"

~ Manchester Law Society ~

  Manchester Law Society

View more of our testimonials »

Yahoo urges Firefox users to switch from Google Wednesday 25th of March, 2015by Dan Moores Firefox users who have manually set Google as their default search engine are now confronted with the following message: "Yahoo is the preferred search engine for Firefox. Switch now."

More on this story »
james_riches_swap

March UK search market: Google halts Bing’s recent rise Wednesday 8th of April, 2015by James Riches Google’s UK search market share rose for the first time in five months during March. Elsewhere, Google announced some key developments and lots of us searched for Jeremy Clarkson news.

More on this story »

Bing implements one small change and one big change Tuesday 14th of April, 2015by Dan Moores Over the past week, Bing has implemented two changes. One appears to be directly influenced by Google, while the other demonstrates independent thinking and creativity.

More on this story »
theEword - 17 hours ago

Interested in #creativecontent? We've got just the #job for you > http://t.co/XW7eCZoWbD http://t.co/Ar2q2qR10K

Reply Retweet Favourite
theEword - 1 day ago

Feeling bamboozled by digital marketing? We bust those pesky myths and reveal the truth > http://t.co/No07wPoxAv http://t.co/G8lrQ5hyPg

Reply Retweet Favourite
theEword - 2 days ago

We'll be hosting a Q&A as part of our event with #Google. To be apart of this send your questions to #GoogletheEword http://t.co/9RVrMnlc4g

Reply Retweet Favourite
theEword - 2 days ago

We're looking someone talented and charismatic to be our relationship manager. Is that you? > http://t.co/e1f4lDnehU http://t.co/iaxlLyLpAe

Reply Retweet Favourite
theEword - 3 days ago

Where better to get your Google questions answered than from Google themselves? #GoogletheEword http://t.co/QNF8zPrqVL

Reply Retweet Favourite

Content and the Customer: the journey Friday 6th of March, 2015by Sian English From acquisition to conversion, content plays a vital role. But have you given much thought to how that role evolves during the customer's journey? Here are the different stages your customers go through with your content.

More on this story »

Light a Fire with Hems de Winter Thursday 19th of March, 2015by Andy Williams Hems de Winter, CEO of de Winter PR, joined Light a Fire for an in-depth chat at BoConcept’s showroom on Great Ancoats Street, discussing his life and career.

More on this story »

Five tips: how to write clear web copy Thursday 2nd of April, 2015by Dan Moores A lot of web copy is unclear and needlessly complicated. It can actually damage your sales because it helps no-one. Here are five ways to make your web copy clear and engaging.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword