Get ready for new digital marketing advertising rules

As from the 1st of March next year, the Advertising Standards Authority's rules for digital marketing come into force. Company websites, regardless of size or business, will need to comply with new regulations regarding misleading adverts and codes designed to protect children. The new rules also cover adverts on social networks such as Facebook and Twitter.

Previously the ASA and the Committee of Advertising Practice codes have only been applicable to paid-for marketing such as paid search, viral ads and pop-up and banner adverts.

The ASA will be able to remove any misleading or socially irresponsible employment adverts and if an advertiser keeps on ignoring the rules the regulator will be allowed to place online notices highlighting continued non-compliance.

The chairman of the ASA, Chris Smith, said this extended remit is designed to protect both children and consumers. Since 2008, more than 4,500 complaints have been received about marketing communications on company websites that the ASA has been unable to deal with. But once the new regulations come into play, anybody with a complaint about online marketing communications can turn to the ASA.

Google has contributed £200,000 to the cost of the new regulations and the balance will be met by extending the 0.1% voluntary levy that is currently raised on paid-for advertising.

The CAP and ASA have announced the move six months in advance to allow time for training and education. The ASA has advised owners of company web sites to register with CAP Services to ensure they receive the guidance and training necessary to make their sites compliant.

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Image: Old Painted Advert by Lee Jordan