ASA's online regulation remit extension comes into force
As of today, the Advertising Standards Authority (ASA) will govern online marketing as well as traditional media marketing.
The extension to organisations remit will see all marketing on websites monitored by the ASA with a new website audit service being offered to allow companies to ‘health-check’ their sites and ensure that their marketing messages are compliant to the CAP Code.
Violations of the Code will relate to misleading advertising, social responsibility and the protection of children.
Nick Johnson, head of advertising and marketing Law at legal firm Osborne Clarke, described the move as ‘a tipping point’ for the marketing industry.
"In many respects the range of legal protections and modes of enforcement are now greater and more readily deployed in cyberspace than in the offline world,” he added.
Mark Henshaw, head of media at Grant Thornton UK LLP, commented: "This new directive is good news for businesses in the media sector as it will allow all to compete fairly on a level playing field. The ruling will entail a small amount of added regulation but reputable media companies and agencies are already used to navigating regulations in their competitive sphere. This should therefore not be seen as an imposition, but rather as a positive action which will eliminate cowboys in the industry."
The ASA is offering advice to companies as well as information on the sanctions that will be enforced should the CAP Code be breached on its website.