Advertising Standards Authority (ASA) to regulate UK Websites & Social Media. Will it make or break your online reputation?

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The Advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all media. By applying their Advertising Codes, they make sure your marketing comms to your target audience are legal, decent, honest and truthful. From the 1st March 2011 this will include marketing comms on websites and social media. This slideshare presentation outlines what online advertisers and media owners need to think when planning their digital marketing strategy moving forward to comply with the ASA standards and protect their online reputation.

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Advertising Standards Authority (ASA) to regulate UK Websites & Social Media. Will it make or break your online reputation?

By applying their Advertising Codes, they make sure your marketing comms to your target audience are:

From the 1st March this will include marketing on websites and social media,[object Object]

B&Q complained to the ASA and challenged whether the claim of "extra 15 per cent" misleadingly implied that other discounts had already been applied

The ASA found that Homebase’s claim breached TV Advertising Standards Code rules 5.1.1, 5.1.3 (Misleading advertising) and that the ad must not be broadcast again in its current form,[object Object]

From the 1st March you could be under fire from customers and competitorsreporting to the ASA any statements on your website they deem not legal, decent, honest and truthful regarding your products and services. This includes: ,[object Object]

ALL website meta titles and descriptions,[object Object]

From the 1st March you could be under fire from customers and competitors reporting to the ASA any statements on social media platforms used by your company they deem not legal, decent, honest and truthful regarding your products and services. This includes: ,[object Object]

User generated content if it is adopted and incorporated within your website copy or in other ‘non-paid for’ space online,[object Object]

Bad news for competitors, good news for you! If you are losing business to competitors who are making statements on their website or social media presence which are NOT legal, decent, honest and truthful, from the 1st March the ASA will be there to investigate for you. Good news because it levels out the playing field for businesses who practice ethical marketing comms and those who don’t!

Removal of paid-for search advertising – Your ads linking to your non-compliant marketing comms may be removed with the agreement of the search engines

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