Marketing - Written by William Hobson on Tuesday, March 9, 2010 9:29 - 0 Comments
ASA to regulate social media marketing and other digital activities
The Advertising Standards Agency is to extend its role in UK Marketing. News from the Guardian reveals that the ASA is to introduce regulation for social media marketing and company websites, as part of an extension of its online marketing policies.
According to The Guardian, the UK marketing industry body The Advertising Association has already agreed to the ASA proposals to treat digital advertising in the same way as TV, press, poster and radio ads. Until now, the ASA has limited its regulation to paid-for digital advertising, such as banner, display or search ads.
Under the newly extended advertising code, all online marketing will have to be responsible, legal, honest and truthful. The ASA will police advertising activity on all areas of digital marketing, including the company’s own website or on campaign microsites created for specific brands or products. Particular focus is likely to be paid to social media marketing activity on sites such as Facebook, MySpace or Twitter; in 2009, concerns were expressed over how children and under-age audiences were engaging with advertising on social networks, such as for alcohol brands.
Although the Committee for Advertising Practice has yet to approve the ASA’s recommendations, it is believed that the new rules will come into force in quarter three of 2010.
The Advertising Association’s chief operating officer, Rae Burdon said “the industry has delivered a clear mandate that first and foremost will protect consumers and children, that will also protect editorial content.”
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