The Advertising Standards Agency’s online remit is due to expand to cover the marketing communications on organisations’ own websites, as well as other non-paid-for-space under their control.

This significant development which will undoubtedly affect the operations of in-house online marketing teams as well as marketing agencies across the UK is to be brought in on March 1 of this year.

This progression in the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing will regulate all of an organisation’s messages which appear online. The new rules will govern areas including misleading advertising, social responsibility and the protection of children.

Such a development is due to be greeted with open arms by consumers and ethical businesses alike, as it will offer further protection to both, ensuring the same high standards are applied online as are enforced in other media.

The new regulation is set to cover:

• Marketing messages displayed by businesses on their own websites, ensuring their integrity regardless of the sector or industry in which they operates. The rules will apply to all organisations, completely irrespective of size.
• Social media platforms such as Facebook and Twitter.

Following the principles of the ASA’s new remit will ensure that you can continue to run your business with complete peace of mind, safe in the knowledge that your obligations have been met. You can find more information on the Committee of Advertising Practice website: http://www.cap.org.uk/CAPServices/Digital-remit-advice.aspx

If you have any confusion regarding the regulations, contact the team here at Liberty Marketing, and we will be happy to ensure the marketing messages on your website are fully compliant.