Crackdown on UK online advertising set to begin in March

Post by Richard Morris on 1st September 2010
 in PPC, Display advertising

The UK is set to implement a robust strategy for policing the digital advertising world at the start of next year.

The digital remit of independent regulator, the Advertising Standards Authority (ASA), is being extended to cover corporate websites, mobile apps and social networks, according to an article by the Financial Times.

The new powers have been financed by traditional and online media firms including Google, which will give the ASA free space in sponsored results listings to name and shame those companies that break the rules.

The changes are set to come into force on March 1, 2011 following a six month grace period during which the ASA will be conducting training to help raise awareness amongst businesses that are involved in pay per click and other forms of online advertising. Special emphasis will placed on educating companies that may not have been subject to ASA rules before.

 Lord Chris Smith, ASA chairman, said: “This significant extension of the ASA’s remit has the protection of children and consumers at its heart.

“We have received over 4,500 complaints since 2008 about marketing communications on websites that we couldn’t deal with, but from March 1 anyone who has a concern about a marketing communication online will be able to turn to the ASA.”

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