U.K. to Regulate Social Network Marketing
Marketers and brands using social networks will soon find their activities in those spaces regulated by the U.K.’s Advertising Standards Authority, following recommendations submitted by the Advertising Association this week.
The proposed amendment to the Committee of Advertising Practice (CAP) Code – expected to be in force by September – will extend the regulatory framework currently in place for paid online ads to all other online marketing communications. As a result, claims from marketers on their own Web sites and third-party sites like social networks will now be subject to ASA scrutiny, as they are in TV, print, and other forms of online advertising.
The code is designed to ensure that ads do not offend or mislead, and that they respect specific laws relating to the marketing of alcohol, gambling, auto, health, and financial products.
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