Social network marketing facing regulation
The Advertising Standards Authority is to start policing social media and microsites in order to plug a regulatory gap that means it has no authority to act against two thirds of the online marketing complaints it receives.
The Advertising Association (AA), an industry body that represents the UK’s advertising and media industry, has just agreed proposals to tighten non-paid-for digital advertising practices and ensure that the ASA has the right to enforce the new rules in the same way that it currently does for TV, press, poster and radio adverts.
The ASA currently regulates all paid-for digital advertising such as online banner and display ads as well as paid search, but does not police advertising on a company’s own web site, a campaign microsite or profiles on social networking sites such as Facebook or Twitter.
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