The Advertising Standards Authority has today launched an ad campaign to let businesses know that it will soon be regulating more online marketing. From 1 March 2011, businesses will have to ensure their marketing communications on their own websites and other third party space under their control (e.g. Facebook and Twitter) comply with the CAP Code.

The extension of the ASA’s online remit is widely recognised by stakeholders as an enhancement of the protections already provided by the self-regulatory system, particularly for children and vulnerable consumers. It also ensures a level playing field for marketing claims in line with the principles of fair competition generally accepted in business. 

The cross-media ad campaign (outdoor, radio, press, online) will run between 17 January and 27 February. It aims to raise awareness of the ASA’s extended remit and calls on companies to ensure marketing communications on their websites are legal, decent, honest and truthful. It also encourages business to make sure their websites comply by seeking help and advice.

Reflecting its commitment to the self-regulatory system, the industry has played an invaluable role in supporting the watchdog’s campaign. Two leading agencies provided their services on a pro bono basis: AMV BBDO produced the creative work and OMD UK planned the campaign and helped to secure media support. The campaign is entirely reliant on donated space and a large number of media owners have shown generous support by committing free space and airtime.

Media owners

In order to reach as wide a business audience as possible, media owners who have yet to donate space are encouraged to run the ASA ads. 

Advertisers and agencies

The campaign is a call to action for website owners. Have you designated responsibility to anyone in your company for checking that marketing claims on your website comply with the rules?

Help and advice for all practitioners

Crucially, expert advice and training is readily available. CAP Services offer a range of resources, including Copy Advice, training seminars and bespoke teach-ins, to help businesses get their websites ready before 1 March.

New Website Audit service by Copy Advice! 

On 31 January, CAP Copy Advice team will launch a new bespoke service to advertisers who wish to give their websites a compliance health-check. Be sure to check out the CAP website on that date for more details of this new CAP Service.
 
Remember, don’t fall foul of the ASA, get help from CAP Services.

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