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The ASA today launches a cross-media ad campaign to raise awareness of regulation changes which will see its remit extended to cover marketing on websites from 1st March 2011.
As a result of the new regulation, marketing communications on companies’ own websites and in other third party space under their control, such as Facebook and Twitter, will have to adhere to the non-broadcast advertising rules as set out in the CAP Code.
The awareness campaign - which will feature prominently on the IAB website until 1st March - calls on companies to ensure marketing messages on their websites are legal, decent, honest and truthful. It also encourages businesses to make sure their websites comply by seeking help and advice via CAP Copy Advice.
It's only a problem if your ad doesn't comply with the standards laid down.
What are the ASA’s powers?
Our primary sanction is to have advertisements that we judge to be in breach of the Codes withdrawn and prevent them from appearing again. In the vast majority of cases advertisers agree to withdraw their ads following an upheld ASA ruling.
Rulings about TV and radio ads are followed immediately under the broadcasters’ licences.
For non-broadcast advertising, on the rare occasions that an advertiser refuses to comply with an ASA ruling CAP can impose further sanctions to bring to bring them into line.
The ASA is a non-statutory body so we do not have the power to fine or take advertisers to court.
What is the ASA’s remit online?
The non-broadcast CAP Code applies to advertising online in paid-space such as pop-up and banner ads, virals and paid-search as well as sales promotions wherever they appear.
The Code does not extend to cover marketing claims that appear on companies’ own websites. This is currently classed as editorial material.
There are ongoing discussions by industry about extending the ASA’s remit online
How long before they have the power to tell your web hosts to take down your entire website?