Staying on the right side of ASA

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.

Wh' ASA matter with you?

Until recently ASA's remit

online included onlyincluded 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.