Ad industry to extend self-regulatory remit in digital media

The advertising industry has come together to recommend an extension of the Cap Code, the self-regulatory rules for non-broadcast media.

The recommendations mean that marketing communications on advertisers’ own websites and other non paid-for space online, such as in social media, come within the scope of the code, which is administered independently by the Advertising Standards Authority (ASA).

Once ratified by the industry and the ASA and subject to appropriate consultation, the extended remit should come into force in the third quarter of 2010.

Nick Stringer, director of regulatory affairs at the Internet Advertising Bureau UK, said: “This is a significant step for both advertising and the internet. The industry has come together to make recommendations that – once ratified – will ensure that internet users continue to enjoy and benefit from digital media with the knowledge that it is backed up by a world-class independent regulator in the Advertising Standards Authority.

“The IAB supports the proposals and will be working with the ASA and the rest of the industry to ensure they are implemented in the autumn.”