The Advertising Standards Authority (ASA) is extending its remit to cover the online realm.
It means that online marketing and ads will, from 1 March 2011, be subject to the same strict advertising rules as traditional media.
The ASA will also have the power to ban marketing statements on social networks such as Facebook and Twitter
Last year the body received over 3,500 complaints but over half of the adverts were outside of its remit.
“This is a massive step. Consumers don’t differentiate between adverts on TV or online and this ensures that claims online will be subject to the same strict scrutiny of those in traditional media,” said an ASA spokesman.
The new rules will apply to adverts and any statement on a website that is intended to sell products or services.
Websites will be given until 1 March 2011 to comply with the new rules.
In an effort to protect online freedom of speech, the ASA’s new remit will not extend to journalistic and editorial content related to causes and ideas.
But direct requests for donations for fund-raising will be under its jurisdiction.
The ASA will also be given new sanctions against online ads found to be in breach of its regulations, including the removal of paid-for search advertising and the right to place its own advertisements highlighting an advertiser’s non-compliance.
75% of the complaints received by the ASA are about misleading content.
It is about time that someone has the authority to stop websites making misleading claims as Trading Standards are about as useful as a chocolate fire-guard at protecting consumers in our industry.
We have found that a certain online competitor over the years has made up testimonials, advertises a 100% refund policy and then changes this in the terms and conditions and also misleads about the services provided on each and every page of their myriad of websites.
As soon as this law comes in to effect we will be lodging a host of complaints as will many others in other fields that they operate in.














