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Latest articles

Advertising Standards Authority:
Be Aware of the Changes to Online Marketing Rules

Changes are afoot to the scope of the remit covered by the Advertising Standards Authority (ASA). These changes affect any business that has a website, blog or utilises social media platforms as part of their marketing strategy.

The ASA is responsible for ensuring all advertisements are clear, decent and in no way misleading. Their remit has for many years covered broadcast and display advertising and more recently, paid for online advertising. Under the Committee of Advertising Practice Code (CAP Code), complaints about advertisements within these categories are investigated and if upheld, the ASA has the power to demand their removal.

Online Remit Extended as of 1 March

As of 1 March, the ASA's digital remit is being extended to cover marketing messages on all websites, blogs and social media platforms such as Twitter, Facebook and LinkedIn.

This means that any business, no matter its size or industry, that markets itself via any of these online platforms, needs to ensure it doesn’t breach advertising standards.

What are the Standards?

The rules that have applied to all print and broadcast advertising for many years are that marketing messages must be clear, honest, not misleading and inoffensive.
The biggest issues for most businesses will lie with misleading marketing messages and claims that cannot be substantiated.

Here are some examples to help illustrate how the rules might affect businesses:

Example One

A company offering business mentoring services is advertising a 'free business health check worth £275'.

For this statement to be acceptable, it must be proved that the health check has previously been marketed and sold at £275.

Example Two

'8 out of 10 said they experienced less wrinkles after using our moisturiser.'

Evidence will need to be shown to prove this statement is true.

Example Three

'We were delighted with the service provided and would recommend this company to anyone.'

Evidence of the source of this testimonial will need to be produced.

What will happen if you fail to comply?

If a complaint is made and upheld, the offending advertisement will have to be withdrawn immediately. If it isn't, the ASA will either:

• Name and shame by listing the offending advertiser on their website
• Remove any paid search advertising linking to the platform displaying the offending message
• Advertise via paid online advertising showcasing non compliant sites

It's important to ensure your marketing messages and online content are compliant with the CAP code. Use a web design team and copy writer who are familiar with the regulations and are used to writing within the parameters of compliance for peace of mind.