SES London 2012 - Guy Parker - Advertising Standards: how to stay out of trouble online?

Advertising standards: staying out of trouble

online

ASA Chief Executive

Guy Parker

Topics to be covered

• Legal, decent, honest and truthful: the ASA system

• New online remit

• Key ASA rulings

• Help and advice

• Stay in touch

• Funding the system

Who are we?

The one-stop shop for ad complaints

• Both self- and co-regulatory

• Funded by advertisers, agencies

and media…

• …who commit to being ‘legal, decent, honest

and truthful’

• Advertising Codes that protect consumers and

maintain a level playing field

• Committed to being transparent,

proportionate, targeted and evidence-based

Two bodies, shared goals

writes and helps enforce the advertising codes

• CAP Broadcast – the UK Code of Broadcast Advertising

• CAP Non-broadcast – the UK Code of Non-broadcast Advertising

administers and enforces the rules laid out in the codes

• ASA Broadcast – regulates TV and radio ads

under contract from Ofcom

• ASA Non-broadcast – regulates non-broadcast

ads, sales promotions and direct marketing and is independent from

Ofcom

360º regulation

• Mandatory Advertising Codes

• Training and advice

• Monitoring compliance

• Complaints and investigation

• Independent Council

• Effective sanctions

The industry’s rule book

• The Advertising Codes set standards that

ensure that ads are legal, decent, honest and

truthful

• They cover the content and placement of ads,

as well as things such as sales promotions,

database practice and distance selling

• Administered in the spirit as well as the letter

Extension of online remit

Came into force on 1 March 2011

Ensures the same high standards as in

other media and covers:

• Advertisers’ own marketing

communications on their own websites

• Marketing communications in other

non-paid-for space under their control,

such as social networking sites like

Facebook and Twitter.

ASA adjudications

TripAdvisor

Media coverage

Mapperton Trust

Hutchinson 3G t/a 3

Veggiedates.co.uk

Shaka Zulu

CheapFlights Media ltd t/a

www.cheapflights.co.uk

Cassava Enterprises (Gibraltar) Ltd t/a

888.com

Copy Advice

A comprehensive range of services to help

advertisers, agencies and media owners to

comply with the rules.

In 2011, advice and training was provided on more

than 97,160 occasions.

• Team of eight advisers who provide expert

advice on the compliance of your campaigns.

• New Express Service

• New Website Audit Service

Tap into our knowledge and expertise

• Newsletters

• Guidance and online advice

• Case studies

• Events

• Bespoke advice

• Sign up at www.cap.org.uk

Keep updated

Stay in touch

Financing Advertising

Self-regulation

www.asbof.co.uk

Thank you

Advertising Standards Authority

Mid City Place, 71 High Holborn

London WC1V 6QT

Telephone 020 7492 2222

www.asa.org.uk