New online remit
The remit of the Advertising Standards Authority (ASA) has been extended significantly to deliver more comprehensive consumer protection online.
Our present remit online includes paid-for ads (such as pop-ups and banner ads) and sales promotions wherever they appear.
From March 1st 2011, the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (the CAP Code) has applied in full to marketing messages online, including the rules relating to misleading advertising, social responsibility and the protection of children. Journalistic and editorial content and material related to causes and ideas - except those that are direct solicitations of donations for fund-raising - are excluded from the remit.
Previously, our remit online was limited to paid-for ads (such as pop-ups and banner ads) and sales promotions wherever they appeared.
The new remit will ensure the same high standards as in other media and will cover:
- Advertisers’ own marketing messages on their own websites
- Marketing communications in other non-paid-for space under the advertiser’s control, such as social networking sites like Facebook and Twitter
- Marketing communications on all UK websites, regardless of sector, type of businesses or size of organisation.
Anyone who is concerned about a marketing message within a website can contact the ASA in the usual way.
For more information on the extended remit, read the Landmark agreement extends ASA's digital remit article.
Are you a website owner, advertiser or agency member?
Do you want to get help and advice on how this impacts on your site?