UK to Introduce Stringent Online Ad Regulation

On 1 March 2011, the United Kingdom is set to implement the world’s most comprehensive online ad regulation. This new code, written by the Committee of Advertising Practices, serve as response to over 4,500 complaints received by the Advertising Standards Authority (ASA) over the past two years on adverts where the ASA didn’t have the authority necessary to take action. All advertisements or statements made on a website with intent to selling products or services will be affected. This includes fund-raising and direct requests for donations. Actual commentary and content of a journalistic or editorial nature will not be affected.

Currently, the ASA is able to ban misleading and offensive advertisements on television, in print, and in online banner adverts. But they say there are still far too many grey areas, therefore they need to be able to address advertisements on a case-by-case basis.

Using this new code, the ASA will be able to demand that online marketers remove any advert or message found to be in breach of regulations; whether on a private website or social media site like Twitter and Facebook. YouTube video will also be subject to the new ASA regulations. Companies that refuse to comply will find themselves with warning labels on their search results and possibly inclusion in an online rogue’s gallery.

The cost for the policing and enforcing the new code will be initially funded by Google, with an initial £200,000 contribution. The source of current ASA funding –a 0.1 percent voluntary pay-for advert levy – will also be increased.