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ASA to monitor online marketing
From March 1st, the Advertising Standards Agency (ASA) will extend its remit to monitor business's marketing materials on websites and social media platforms. They are advising business owners to review their content now so as not to be caught out by the new regulations.
Specifically, marketing materials published on websites or used on social media platforms will have to comply with the non-broadcast advertising rules set out in the Committee of Advertising Practice (CAP) code.
Legal, decent, honest and truthful
While the Advertising Standards Agency cannot fine firms, it does regularly, and widely, publicise those who fall short of their commitment to 'legal, decent, honest and truthful' advertising - something that few businesses could afford in the current economic climate.
While the CAP code is largely based on a common sense approach, firms should be aware that they will need to provide proof of any claims made about the business - for example, a search engine optimisation company that promises to get a customer's website onto the first page of a Google search.
ASA director of communications, policy and marketing, Esra Erkal-Paler, said:
"We want to reach all those who might not be fully aware of the ASA's new role and the requirements of the CAP Code. It's important that businesses don't get caught out come 1 March, so they can get help from CAP Services and review their websites now."
Business owners are advised to sign up for CAP Services to receive more information and advice on how the ASA's extended remit will affect their firm.
A positive step
While these checks may result in extra work for businesses in the short term, they can only be beneficial for consumers and businesses alike leading into the future (at least for those who take an honest approach to their advertising!)
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