UK ADVERTISING AUTHORITY'S REACH EXTENDS TO WEBSITE MARKETING

04th March, 2011 :: 05:18:02

Source: Casinos Online

Company websites now governed by UK code of non-broadcast advertising

Marketing claims made on company websites & other non-paid digital spaces will be covered by the UK Advertising Standards Authority (ASA) effective 1 March 2011.

At present the ASA has the authority to regulate paid for online advertising but from 1 March all UK based company websites, regardless of sector or the size of the company, will be governed by the UK Code of Non-broadcast Advertising, which includes rules to prevent advertisements that mislead, harm or offend.

A spokesman for the ASA said the changes will not only be "good news" for consumers, but also be "good for business" as trusted marketing communications are more likely to work & deliver value.

UK-based campaignlive.com reports that the ASA can enforce sanctions against companies that are in breech of the rules, including naming & shaming the company, removing any paid-for search advertising that links to the offending website, or buying search advertising that highlights the advertiser's non-compliance.

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