unicornnews: ASA extends remit to social media

An interesting development from the advertising sector now.

The Advertising Standards Authority will expand its remit to cover all forms of online advertising. The ASA, which regulates advertising on TV and radio, in print media, and on billboards, does already oversee some online communications, ie banner and text adverts bought on other people’s websites.

However, the new development – which is supported by ad industry trade body the Advertising Association – will see ASA regulation extended to advertising content published on companies’ own websites, and on their social media pages, such as Facebook profiles and Twitter feeds.

Such online activity will now have to meet ASA rules regarding all advertising messages being responsible, legal, honest and truthful. Concerns have been raised that consumers, and especially children, may be misled by company websites and social media pages which have not previously been open to active regulation.

It’s an interesting development because those communication outputs are sometimes managed by marketing or even PR people, rather than advertising execs, meaning the ASA‘s remit is extending into other communication sectors.

The move will have to be approved by the Committee For Advertising Practice, which feeds into the ASA, but given the Advertising Association is already a supporter most seem to think that approval will be forthcoming.

Posted Wednesday March 10 2010 by Chris Cooke

Related categories: Advertising Digital PR & Viral Marketing Online Media