ASA extends its digital remit

Jurisdiction of UK advertising body to increase on-line

The Advertising Standards Authority (ASA) is to significantly increase its online jurisdiction in the UK following a new agreement. Currently the organisation’s online remit reaches as far as advertisements in paid for space and sales promotions, but from next year the UK Code of Non-broadcast Advertising, Promotion and Direct Marketing rules (CAP Code) will all apply in full to online marketing, including rules relating to misleading advertising, social responsibility and the protection of children.

Of particular note is the coverage of advertisers’ own website marketing coverage and marketing communications in non-paid for space under advertisers’ control such as the social network sites Face book and Twitter.

CAP member bodies have also agreed to new sanctions applying to the removal of paid for search advertising and ASA paid for search adverts which are not covered by the new remit. A standard 0.1% levy on paid for adverts appearing on internet search engines through media and search agencies has also been agreed.

“Extending the online remit of the ASA has been a top priority for UK industry and our aim has been to extend further in the online world the principles that are already well established in our system, namely those of effective consumer protection and fair competition,” said CAP chairman Andrew Brown.

The new remit will come into effect from 1st March 2011.

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