Mediarun Search Marketing News

ASA to extend remit to marketing on websites

November 11th 2009

Search Engine Optimisation News

The funding for extending the Advertising Standards Authority (ASA) remit to marketing on websites has been agreed.

In addition, proposals have been formulated for the remaining two elements required to launch the extension: the ASA's remit and sanctions.

The ASA regulates the content of advertisements, sales promotions and direct marketing in the UK. Full details of the extension proposals will be published once formally ratified by the Advertising Standards Board of Finance (ASBOF), the Advertising Standards Authority Council, the Committee of Advertising Practice (CAP) and by the Advertising Association, whose Digital Media Group undertook the original work on the remit extension.

It is anticipated that the extended remit, which includes vital seed capital from Google, will come into operation during the second half of 2010.

Winston Fletcher, chairman of ASBOF, hailed it as an important development in effective self regulation by the advertising industry.

"It promises to strengthen significantly the reach and work of the ASA - which will be good for our industry and vital for consumers," he said, adding that Google's assistance had been "essential".

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