ASA gets power up
The digital remit of the Advertising Standards Authority (ASA) has been extended to allow the watchdog to police all online marketing and communications to deliver better consumer protection on the web.
ASA's current remit extends to ads in paid-for space and sales promos but the extension of its power will see its reach extending to freebie ads gracing social networking sites.
Starting from 2011, the CAP Code (UK code of non-broadcast advertising, sales promotion and direct marketing) will cover free and paid-for marketing and communications on the web, allowing the body to crack down on misleading advertising plus boost social responsibility and the protection of children. Businesses and organisations of every size will have to comply with the rules as ASA will monitor all sectors and firms.
The CAP document detailing the new remit and sanctions outlines the rules, which cover advertisers' own marketing communications on their own websites and marketing material in non-paid for space, such as social networking sites.
Advertisers in breach of the code could also face new sanctions in addition to ASA's present sanctions which it says "already achieve a high level of compliance."
New sanctions include the removal of paid-for search advertising (with the help of search engines) plus ASA paid-for search adverts placed by the watchdog to highlight the advertiser's continued flaunting of the rules.
The remit will come into force on 1 March 2011 after a 6 month ‘period of grace' so ASA and CAP can train businesses on the requirements of the code, particularly firms that have not previously been subject to ASA scrutiny.
ASA chairman Lord Chris Smith said: "This significant extension of the ASA‟s remit has the protection of children and consumers at its heart. We have received over 4,500 complaints since 2008 about marketing communications on websites that we couldn't deal with, but from 1 March anyone who has a concern about a marketing communication online will be able to turn to the ASA."
ASA has recently slapped BT's wrists for its broadband adverts featuring the bloke from My Family, accusing BT of overstating its claim that its 20meg broadband gives ‘consistently faster' speeds than BT's competitors' offerings.
Despite ASA's decision, BT has revealed 15m homes and small businesses now access boardband over the company's network.
According to BT, the milestone was passed in August. The firm has added 14.8m broadband connections in just 8 years since launch, equating to 5,000new broadband connections every day.
Olivia Garfield, BT strategy director said: "The story doesn't end here as BT is now investing a further £2.5 billion to roll out fibre broadband to two thirds of the UK. This will help the UK climb the league tables for speeds, one of the few areas in which we don't lead the world".
