08 March 2010 | Author: L. Sutherland News Editor

Online ads could come under new ASA remit

The Committee of Advertising Practice (CAP) has received recommendations for ASA's remit to be extended to include communications on websites and social networks.

The Advertising Association (AA) submitted the recommendations following months of debate and growing pressure on the online advertising community to be held more accountable for the way they communicate with children.

While all marketing communication taking place in paid-for online space is already subject to CAP examination, Brand Republic reports that all communications on organisations' own sites and other non-paid for space online will also fall within the scope of the CAP code, should the recommendations be accepted.

According to Brand Republic, Rae Burdon, chief operating officer at the AA, said: "Contrary to general understanding, much advertising online is already in remit and there's a very high level of compliance with the existing rules.

"There are some complex issues in the remaining space which require careful analysis. The industry has delivered to CAP a clear mandate that first and foremost will protect consumers and children, that will also - crucially - protect editorial content, and that will, if accepted, maintain CAP/ASA's reputation as a world-class operation.

"The whole industry has pulled together to make this happen. What's important now is effective implementation and raising consumer and stakeholder awareness."

An extended remit is expected to come into play in the third quarter of 2010, subject to appropriate consultation and the formal ratification of the CAP and ASA.

Pressure for the move has come from a variety of corners, including influential reports such as Digital Britain, the Byron Review and the Buckingham Report. The recent Sexualisation of Young People Review also called for the changes.

It is hoped that such amendments will make it easier to better regulate the advertising campaigns children are engaged in, and they way companies communicate with them online.