Staying on the Right Side of the ASA - Graeme Benstead & Jo Morley - #BrightonSEO

by brightonseo on Apr 07, 2011

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Originally presented at http://www.brightonseo.com...

Originally presented at http://www.brightonseo.com

On the 1st of March the Advertising Standards Authority (ASA) introduced an extended CAP code that will now regulate advertisers’ own marketing communications on their own websites and in other non-paid-for space online under their control including social media platforms.We will be looking out how this affects the digital marketing industry, we what now can and can’t do and what the repercussions will be for non compliance

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Staying on the Right Side of the ASA - Graeme Benstead & Jo Morley - #BrightonSEO — Presentation Transcript

Staying on the right side of ASA

Wh' ASA matter with you?
The Advertising Standards Authority (ASA)is the UK’s independent watchdog committed to maintaining high standards in advertising
The Committee of Advertising Practice (CAP) are the body responsible for writing the CAP Code.
Until recently ASA's remit
online included only
included paid ads.

What are they for?

truthful

Decent

Legal

Honest

Tube poster for the #ASA: Legal, decent, honest, truthful. Do we need a UK Politicians Advertising Standards Authority? #ukuncut

From 1 March 2011, the Advertising Standards Authority (ASA) will now regulate advertisers’ own marketing communications on their own websites and in other non-paid-for space online under their control.

This means the ASA's digital remit will now cover marketing messages on all websites, blogs and social media platforms such as Twitter, Facebook and LinkedIn.
For ALL businesses no matter what the size or type.

“Advertisements and other marketing communications by or from companies, organisations or sole traders on their own websites, or in other non-paid-for space online under their control, that are directly connected with the supply or transfer of goods, services, opportunities and gifts, or which consist of direct solicitations of donations as part of their own fund-raising activities.”

Why now?

1st time online advertising spending in the UK exceeded TV yet this was largely untracked
The internet is now the second most complained about medium after TV
Over 3500 complaints regarding websites that fell outside of remit
Pledge of the conservative Government

How all this effects digital marketers

Claims you can’t back up

Social Media Implications
“ Non Paid for Space under Advertisers control”

User Generated Content used in Marketing Comms
Unsubstantiated RTs or ‘Likes’

-Photos submitted and then used (Flickr/ Facebook/Twitter)

Distance Selling Marketing Messages

Taking advantage of competitor’s trademarks

Prize draws

Child safety

Forums and Reviews
-Censoring negative reviews
- Making false reviews yourself

Blogger Outreach

Undisclosed paid
promotions

What you CAN still do within the CAP code...
-press releases and other public relations material
-editorial content
-corporate reports
-investor relations material
Natural listings on a search engine or price comparison site, will not be included
"heritage" advertising (e.g. old Guinness advert videos) as long as they're placed within appropriate context.

Poppin’ a CAP in Yo’ ASA
Are the new codes enforceable?

What are the penalties?
Name and Shame
The ASA could place advertisements online highlighting an advertiser’s continued non-compliance.
Removal of online rights and PPC Ads

So is this Good or bad for the industry???

Legitimises digital marketing Industry
Makes social media more credible
Puts everyone on an even playing field.
Already applies elsewhere so why not online?
Freedom of speech?

Clarity Please?

Unfortunately not.....
The CAP code has been heavily criticised for not being clear on the implications of the new rules or for providing examples of what we now cant do.
CAP training is available and they will be offering site audits for those who are unsure (£8k though!!!)

Watch this space.....
And your back......

Take Aways:

CAP Code now covers all online spaces’ marketing communications
This includes social media, reviews and blogs.
Won’t be actively policed but self regulated by individuals reporting
Penalties include name and shame and removal of paid ads.

Staying on the Right Side of the ASA - Graeme Benstead & Jo Morley - #BrightonSEO

by brightonseo on Apr 07, 2011

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Staying on the Right Side of the ASA - Graeme Benstead & Jo Morley - #BrightonSEO — Presentation Transcript