New rules for online marketing communications
Extension of the Advertising Standards Authority’s (ASA’s) online remit
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From 1 March 2011, the ASA’s online remit is extended to apply to marketing communications on organisations’ own websites and in other non-paid-for space under their control, including social networking sites like Facebook and Twitter.
The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing – known as 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 CAP Code already applies to advertising in paid space online such as pop-up and banner ads and paid search.
The CAP Code will cover:
* advertisers’ own marketing messages on their own websites, regardless of sector, type of businesses or size of organisation
* marketing communications in other non-paid-for space under the advertiser’s control, such as social networking sites
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