CIPR does u-turn on ASA online regulation
Having initially stated concerns for the extension of the Advertising Standards Authority’s remit to cover online marketing, the CIPR has now welcomed the decision.
Beginning today, the ASA will now oversee marketing communications on organisation’s own websites and other non-paid-for space, which the CIPR admitted it was not in favour or when first announced, questioning the organisation’s ability to monitor online communications.
Following ‘constructive meetings’ however during the interim period with ASA and CAP, the CIPR has now said that it acknowledges that its issues have been resolved following the confirmation that online public relations will not be covered by CAP Code.
The CIPR has also praised the decision to exclude public relations materials and editorial content as well.
Rob Brown, social media panel chair and managing director of Staniforth, said: "The ASA were very clear that they had no intention of extending their remit to cover digital and online public relations and we were greatly reassured by their clarity on this point."
Ahead of the regulation change, the CIPR, ASA and CAP have worked together to produce guidance on where boundaries should be drawn between marketing communications (including advertising, sales promotion and direct marketing) and public relations.