New Rules for U.K. Online Marketing

If you are a U.K. based organization, your marketing message – both on the web and social networks – is about to fall under the expanded remit of the Advertising Standards Authority:

“The digital remit of the Advertising Standards Authority (ASA) is to be extended significantly to deliver more comprehensive consumer protection online.

The ASA’s present remit online includes ads in paid-for space and sales promotions wherever they appear. But from next year, the rules in the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (the CAP Code) will apply in full to marketing communications online, including the rules relating to misleading advertising, social responsibility and the protection of children. The remit will apply to all sectors and all businesses and organisations regardless of size.

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.” [emphasis eJP]

For more details, check out Landmark agreement extends ASA’s digital remit on the ASA’s website.