Advertising industry proposes to extend self-regulatory remit in digital media.
The advertising industry has come together to recommend an extension of the self-regulatory rules for non-broadcast media (known as the ‘CAP Code’).
The recommendations will ensure that marketing communications on advertisers’ own websites and other non paid-for space online, such as in social media, comes within the scope of the code, which is administered independently by the Advertising Standards Authority (ASA).
All other marketing communications activity in paid-for space online – such as search marketing and display advertising – is already within the ASA’s remit and subject to the self-regulatory rules. The remit extension seeks to protect internet users, particularly children, and the proposals need to be formally ratified by the industry and the ASA and will be subject to appropriate consultation.
The move has the full backing of the whole advertising ecosystem – including media owners, search engines, advertisers, publishers and agencies – as part of a collective industry effort. Once ratified by the industry and the ASA and subject to appropriate consultation, it is anticipated that the extended remit will come into force during the third quarter of 2010.
Nick Stringer, director of regulatory affairs at the Internet Advertising Bureau (IAB) UK, said: "This is a significant step for both advertising and the internet. The industry has come together to make recommendations that – once ratified - will ensure that internet users continue to enjoy and benefit from digital media with the knowledge that it is backed up by a world-class independent regulator in the Advertising Standards Authority (ASA). The IAB supports the proposals and will be working with the ASA and the rest of the industry to ensure they are implemented in the autumn."
The CAP Code currently covers all paid-for digital advertising, such as:
- display advertisements, including video
- paid-for search listings
- viral advertisements
- in-game advertisements
- commercial classified advertisements
- advergames that feature in display advertisements
- preferential listings on price comparison sites
- text message and multi-media message advertising
- online sales promotions and prize promotions.
