The Committee of Advertising Practice (CAP) has today launched a new self-regulatory code for non-broadcast media – including paid-for digital advertising such as display and PPC search marketing – following a comprehensive review and public consultation.
The new Code updates the existing rules for advertising online and will come into force on 1 September 2010.
The revised Code – published at the same time as a new broadcast advertising code – contains the following changes:
- Easier to use – the revised Code is clearer to read and there is greater consistency for marketers across broadcast and non-broadcast media.
- Enhanced protection for children – including new rules requiring parental consent for collecting personal data from children under the age of 12 years of age.
- Environmental claims – preventing marketers from exaggerating the environmental benefits of products and services.
- Health – new rules on nutritional claims and traditional herbal medicines.
The revised Code does not include the extension of the digital media remit into non paid-for space, such as marketing communications on advertisers’ own websites and in social media, as announced last week. This is still subject to ratification by CAP as well as an appropriate consultation. It is hoped that it will also come into force in the autumn of this year.
CAP, made up of representatives from across the advertising ecosystem including the IAB, will be embarking on a training and awareness programme to provide further details to industry on the new Codes. The existing rules will continue to apply until September.
Nick Stringer, director of regulatory affairs at the IAB, said: “The new code will make the existing self-regulation of paid-for digital advertising clearer and more user-friendly for marketers. However, the proposed extension of the digital media remit into areas of non paid-for space will have a far greater impact and we hope that this also come into force later this year.”
