Review online advertising

By LBV

13 Apr 2011

New regulations have now introduced strict controls to ensure businesses remain legal, decent and honest in their online marketing campaigns and advertising.

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (known as the CAP code) were introduced by the Advertising Standards Agency (ASA) on March 1. It extended the ASA’s remit to cover online marketing on sites including Twitter and Facebook, as well as offline.

The code applies to businesses’ websites and any other external sites used for marketing purposes, and is designed to offer consumers greater protection from claims made in online advertising. It will be paid for by a levy imposed on paid-for adverts appearing on internet search engines.

Generally speaking the code covers marketing communications intended to sell a product or service but there are a variety of activities that it does not apply to, or are unlikely to apply to, including press releases and other public relations material.

In particular, the ASA now has the power to demand a business removes any online marketing found to be in breach of the regulations.

The code will also cover the use of social networking sites with companies held responsible for comments made by users. Breach of the regulations can see fines handed out, and the ASA may also have the power to 'name and shame' businesses, and highlight through advertisements any businesses which persistently breach the regulations.

The code covers a wide range of areas, from sales promotions to financial products. Previously, the ASA’s online remit was limited to paid-for advertising such as pop-ups, and sales promotions. Now everything from advertisers’ own marketing messages on their own websites, to communications in other spaces under the advertiser’s control are covered.

The ASA has said that the extension of its remit ‘has the protection of children and consumers at its heart’ and comes about partly because of the number of complaints relating to online marketing and communications which the organisation wasn’t equipped to deal with.

Businesses which carry out online marketing should be reviewing their activities and getting professional advice to make sure they comply with the new extended code.

Andrew Clare
Napthens
 

Enjoyed this? Read more from LBV

Latest news

1

Work begins on £3m youth zone expansion Blackburn Youth Zone Rosslee Construction

Work begins on £3m youth zone expansion

11 Jul 2024

2

Employment initiative launched at careers conference Careers Hub Event

Employment initiative launched at careers conference

09 Jul 2024

3

New manager takes the helm at Conkers Day Nursery in Langho Katie Twine manager at Conkers.jpg.jpg

New manager takes the helm at Conkers Day Nursery in Langho

12 Jul 2024

4

Counties need to get real on mayors frank-mckenna-1000x500.jpg

Counties need to get real on mayors

12 Jul 2024

5

Farleys assists Basically Cheer and Fitness with new lease in Burnley Parkside Methodist Church.jpg.jpg

Farleys assists Basically Cheer and Fitness with new lease in Burnley

12 Jul 2024

Bec Web Strip 980x120
Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
Lancashire Built Environment Conference
BEC 315 X 315 Px
Networking
25 Sep 2024

Lancashire Built Environment Conference

Conference and Exhibition Centre, Winter Gardens Blackpool, FY1 1HL

08:30 - 13:00

RISE - The Academy for Female Leaders and Managers
WENDY BOWERS RISE Illustrstion copy.jpg.jpg
LBV Hub Seminars
11 Jun 2024 - 04 Dec 2024

RISE - The Academy for Female Leaders and Managers

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

09:00 - 16:30

LBV117 Magazine Launch Event
DSC9389
Networking
16 Jul 2024

LBV117 Magazine Launch Event

Blackburn Rovers Football Club, Blackburn, BB12 9EE

16:00 - 18:00

A Freelancers Introduction to Co-ops with John Atherton
Screenshot 2024-06-13 at 13.59.57.png.png
LBV Hub Seminars
17 Jul 2024 - 17 Jul 2024

A Freelancers Introduction to Co-ops with John Atherton

Society1 Coworking Space, Preston, PR1 3LT

14:00 - 16:00

Conversations in Creativity - Creative Networking Event
Untitled design-4.png.png
LBV Hub Networking
18 Jul 2024

Conversations in Creativity - Creative Networking Event

Society1 Coworking Space, Preston, PR1 3LT

17:30 - 19:30

Lancashire Economic Breakfast
LBV Hub Seminars
18 Jul 2024

Lancashire Economic Breakfast

The Mill, St Catherine's Park, Preston, Lancashire

07:15 - 09:00

The Business Network Central & East Lancashire
LBV Header (10).png.png
LBV Hub Networking
18 Jul 2024 - 18 Jul 2024

The Business Network Central & East Lancashire

Mytton Fold, Langho, BB6 8AB

11:30 - 14:15

Preston Freelancer MeetUp and Coworking Day
Screenshot 2024-06-13 at 13.55.10.png.png
LBV Hub Networking
30 Jul 2024

Preston Freelancer MeetUp and Coworking Day

Society1 Coworking Space, Preston, PR1 3LT

10:00 - 12:00

Chamber Breakfast Networking
Chamber Logo1.png.png
LBV Hub Networking
31 Jul 2024

Chamber Breakfast Networking

Pye Motors, Morecambe, LA3 3PF

08:00 - 10:00

Scaling your revenue: From zero to £1m in 60 months
CBP-logo LBV.png.png
LBV Hub Webinar
31 Jul 2024

Scaling your revenue: From zero to £1m in 60 months

Online, Online, Online

08:00 - 09:30

Online Women's Health Clinic
clinic.png.png
LBV Hub Webinar
06 Aug 2024

Online Women's Health Clinic

x, Online, x

12:00 - 12:00

International Coworking Day Open Day
1.png.png
LBV Hub Social
09 Aug 2024 - 09 Aug 2024

International Coworking Day Open Day

Society1 Coworking Space, Prestin, PR1 3 LT

10:00 - 13:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV116 Online Graphic
Subscribe now

Weekly news bulletin