Advertising Watchdog to Regulate the Web

From March 1st the Advertising Standards Authority (ASA) will gain new regulatory powers over online marketing activities. The move means that all marketing communications on the websites of organisations across both the public and private sector will need to comply with non broadcasting standards as set out in the CAP Code.

Following concerns about a broad range of digital related safety issues, the move towards greater regulation, albeit self regulation, is a natural step to ensure marketing content and communications is "legal, decent, honest and truthful". The regulatory environment is hotting up for the digital world. Reports have emerged this week regarding the support Ofcom has provided to the ASA in a bid to improve the accuracy of broadband advertising concerning the broadband speeds on offer. Ofcom has also been asked by Culture Secretary Jeremy Hunt to review the effectivness of the Digital Economy Act to respond to growing concerns regarding online copyright infringement.

As the boundaries rapidly blur between the physical and virtual world, it is unsurprising that legislation is playing catch up in order protect both the consumer and commercial organisations operating online. These developments will have to match the speed and agility of progess online - which is no easy feat in itself. In the meantime, support and advice regarding the extension of ASA regulations to the web is on hand (with a price tag) thanks to the Committee of Advertising Practice. Alternatively, for practical advice about the implications of these, and other regulatory developments in the digital world, feel free to contact us!

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