ASA march on with a CAP on online marketing

You may or may not already be aware of the ASA (Advertising Standards Authority), but come March 1st you certainly will be.

The ASA already control and enforce the advertising codes of conduct and advertising practice’s permitted within traditional advertising and marketing platforms, such as TV advertising, magazines and printed publications. Their role is to ensure that advertising is honest and trust-worthy.

Until now there has been no real control over promotional material on the internet, and no regulations, codes of practice or guidelines as to what is and isn’t appropriate for online based marketing and advertising campaigns. The only thing regulating online advertising was your own conscience and morals, which has led to a large amount of abuse and resulting distrust in online advertising.

At present the ASA remit online only includes paid-for ads (such as pop-ups and banner ads) and sales promotions wherever they appear.

But from March 1st, the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (the CAP Code) will apply in full to marketing messages online, including the rules relating to misleading advertising, social responsibility and the protection of children. Journalistic and editorial content and material related to causes and ideas – except those that are direct solicitations of donations for fund-raising – are excluded from the remit. All of which should be a good thing for Urban Giants Design, and other honest creative agencies like ours which will be welcoming the changes.

According to the ASA official website, the new remit will ensure the same high standards as in other media and will cover:

  • Advertisers’ own marketing messages on their own websites
  • Marketing communications in other non-paid-for space under the advertiser’s control, such as social networking sites like Facebook and Twitter
  • Marketing communications on all UK websites, regardless of sector, type of businesses or size of organisation.

For creative agencies and online marketing companies, you would benefit from reading the CAP (Committee of Advertising Practice) website or  the article featured on the ASA website.

If you wish to discuss how we can develop your brand or provide graphic design for your product or business, call us on 0191 377 0933 or email us at creative@urbangiants.co.uk


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