ASA Extends Advertising Code To Adverts Online
The Advertising Standards Authority’s Committee on Advertising Practice (CAP) has responded to a growing number of complaints against advertising on the internet by clarifying what kind of online advertising is covered by the Codes of Advertising Practice.
The number of complaints received and investigated by the ASA relating to advertising on the internet has been growing fast over the last few years, as business and home use of the medium has increased. The regulatory body says that it has needed these years of experience to determine if and how its Code should be applied to the internet.
In the end it has been decided that the Code should apply to adverts which act as an “introduction” to consumers (see list, right), for example banners and pop-ups leading to a company’s site.
Once the “relationship” between consumer and company is established, e.g. the consumer is looking at the company’s website, the ASA has decided it must bow out, as it would be impossible to regulate the situation. This means that claims made as part of the content of a company’s website (with the exception of sales promotions) are not covered by the Code, despite the fact that many brands have websites which are effectively an extension of their advertising campaigns (see Exotic Spam Recipes And Adopting A Ribenaberry – The Rise Of The Brand.com).
If this decision increases the credibility of online advertising, online retailers could benefit. They have had to work hard to gain the confidence of consumers (see Online Shoppers’ Confidence At All-Time High, Says Survey), as research has shown trustworthiness to be the highest priority in choosing a site, above low prices and customer service (see Word Of Mouth Pushes Online Brands).
Site content will continue to be regulated by consumer regulations such as the Consumer Protection Act and the soon to be implemented Distance Selling Directive. In addition, self-regulatory schemes such as TrustUK are emerging as a way of maintaining standards and engendering the trust of online shoppers.
ASA: 020 7580 5555 CAP Copy Advice Team: 020 7580 4100
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