Marketing - Written by William Hobson on Friday, September 3, 2010 14:03 - 0 Comments
ASA’s new remit welcomed by industry figures
When it was announced that ASA’s regulatory powers would soon be extended to cover online advertising and marketing, news of a welcome response from the advertising industry would have seemed unlikely. Traditionally, the advertising world has advocated against extra regulation.
Yet one day after ASA announced its new powers, spokesmen from media owners and advertising companies have welcomed the new ASA remit. Campaign magazine reports that the industry response has been resoundingly positive so far, with other groups expressing support in addition to Google’s explicit role in the new regime’s policing and levying of search engine advertising.
This could be because over the past year and particularly during the build up to the 2010 general election, the subject of online marketing was at the forefront of some political and public agendas. New mediums such as social media or interactive advertising had raised concerns over appropriate audience targeting, with several politicians promising to take strict measures against the advertising industry online.
By extending ASA’s remit, the industry is likely hoping to make sure that such official intercession is viewed as unnecessary. Whilst there is no legal obligation to follow ASA’s remit, its influence with the OFT and its powers to generate bad publicity means that non-compliant advertisers are a rare occurence.
Speaking to Campaign, Nick Stringer, director of regulatory affairs at the Internet Advertising Bureau – an industry standards body – said that the extended remit would “enhance trust in the digital industry.” “Self regulation needs to move with the times and must maintain pace with today’s fast moving digital environment and changes in consumer behaviour,” said Stringer.
Meanwhile, Matt Brittin of Google UK said that the company was “happy to help get this up and running for the benefit of UK consumers and businesses.” He said: ”If people have a complaint about a claim made on a website, it’s important that it’s properly investigated.”
Finally, Ian Twinn, director of public affaris for the Incorporated Society of British Advertisers (ISBA) – the UK’s most established advertising association and a group central to ASA – said that the industry was “very much in support.”
“It’s a big step for advertisers because it take us outside the classic definition of marketing communications and advertising and into the advertisers own space, which has always been seen as editorial.”
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