New Online Marketing Regulation

Posted: 1st March 2011

From 1 March 2011, the remit of the Advertising Standards Authority (ASA) is being extended to cover marketing on websites.

From that date, marketing communications on companies’ own websites and in other third party space under their control, such as Facebook and Twitter, must adhere to the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing, the rule book for non-broadcast advertisements, sales promotions and direct marketing communications.
The ASA is campaigning to raise awareness of the extension of its remit and is calling on companies to ensure that marketing messages on their websites are ‘legal, decent, honest and truthful’, as required by the Code. It is also encouraging businesses to make sure their websites comply by taking advantage of the help and advice available.
The Committee of Advertising Practice, the industry body that writes the Advertising Codes, offers a full range of training and advice resources to enable businesses to make sure they are up-to-speed with how the extended remit will impact on them and how they can avoid being in breach of the rules.