ASA’s new regulations aim to encourage all UK companies to self-regulate their online communications to ensure that their marketing reach the ASA’s standards of being legal, decent, honest and truthful.
This is the first time that companies will face regulations on their own websites, as well as other non-paid for space under their control such as twitter and facebook. The new remit comes as a result of Prime Minister David Cameron’s recent comments warning consumers about, “irresponsible media and marketing free-for-all[s]” and aims to protect children and vulnerable consumers.
Kodak was recently forced to pull a series of TV and press advertisements after claims that its all-in-one printers could save up to £75 a year on ink drew complaints. The ASA judged that these claims were misleading to consumers.
An advertising campaign to raise awareness of the new regulations will be promoted across a variety of media platforms from January 2011. For more information visit the ASA’s website.