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Social Media Advertising & Media

ASA online regulation 'could benefit consumer preception'

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By The Drum Team, Editorial

March 2, 2011 | 2 min read

The extension of the Advertising Standard Authority’s remit to cover online marketing communications could benefit consumer perception of online advertising, says MEC’s interaction partner.

Justin Taylor, interaction partner for MEC, said that having the ASA now oversee online marketing regulations could be a positive move when it comes to developing trust in online marketing.

“The new ASA regulations are a good thing for the industry,” commented Taylor. “There were over 2000 complaints last year that could not be actioned and a range of less than honest sites out there! As a large agency group working with blue chip clients we have adhered to self regulated rules for many years on the standard paid media that we deliver.

"I think the rules with ultimately benefit consumer perception of online adverting – especially in the areas of social media where consumer generated media is being used for marketing purposes. It should force clients to be transparent and check the legalities of using and associating comments. We will undoubtedly see a raft of complaints from SME’s to the ASA as they are looking to derail competitors – this is something the ASA are prepared for already," he continued.

Taylor concluded by explaining that he believed that online companies operating a website or within social media will now look to conduct the available audit to ensure they are not breaching the CAP Code.

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