ASA applies rules to online ads

September 1, 2010
ASA applies rules to online ads

The Advertising Standards Authority is taking the online realm under its jurisdiction from March next year.

The authority already receives thousands of complaints about online ads each year, but does not yet have the power to take any action.

The ASA’s new powers will give it the same jurisdiction over ads on websites and social networks that it already has over advertising in traditional media such as TV, bill boards and newspapers.

Websites found to be in breach of the ASA’s codes may find themselves appearing in a “rogues’ gallery” on the ASA websites.

The ASA will also have the right to publish a warning about products that do not comply with the code, which will appear in search results.

Most of the complaints received by the ASA are about misleading adverts, but the code is also designed to protect children and vulnerable groups.


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