UK advertising authority´s reach extends to website marketing

Marketing claims made on company websites and other non-paid digital spaces will be covered by the UK Advertising Standards Authority (ASA) effective 1 March 2011.
At present the ASA has the authority to regulate paid for online advertising but from 1 March all UK based company websites, regardless of sector or the size of the company, will be governed by the UK Code of Non-broadcast Advertising, which includes rules to prevent advertisements that mislead, harm or offend.
A spokesman for the ASA said the changes will not only be “good news” for consumers, but also be “good for business” as trusted marketing communications are more likely to work and deliver value.
UK-based campaignlive.com reports that the ASA can enforce sanctions against companies that are in breech of the rules, including naming and shaming the company, removing any paid-for search advertising that links to the offending website, or buying search advertising that highlights the advertiser’s non-compliance.

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