ASA campaign to spread awareness of digital remit extension

The Advertising Standards Authority has today launched a cross-media campaign to ensure businesses know it will be regulating website and social media content of their websites 1 March.

ASA: extends its remit to websites and social media feeds
ASA: extends its remit to websites and social media feeds

The degree of exposure for the campaign is entirely dependent on media owners' willingness to donate space.

Press, radio, online and outdoor executions have been created by AMV BBDO, with media planning by OMD UK; both have worked pro bono.

The campaign will run from today (17 January) until 27 February, and be followed by a second campaign, starting 14 March and aimed at consumers to raise wider public awareness of the change.

The message to businesses is to ensure their websites comply with the ASA's "legal, decent, honest and truthful" rules by seeking help and advice.

It is the ASA's first advertising activity for five years.

Esra Erkal-Paler, director of communications, marketing and policy at the ASA, said: "The collaborative approach to the ad campaign shows advertising self-regulation at its best."

Currently, the ASA's online remit only includes ads in paid-for space and sales promotions, and it has been unable to act on thousands of complaints it has received since 2008.

The extension of the remit was recommended in March last year and confirmed in September, after discussions with a series of industry working groups.

The extension of the powers is funded by a 0.1% levy on search ads booked through media and search agencies, replicating the ASA's existing funding mechanism in other media.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).