ASA extends control to Facebook and Twitter
Marketing claims on Twitter, Facebook and companies’ own websites will now fall under the remit of The Advertising Standards Authority (ASA).
The move will bring company and non-paid for websites in line with paid-for advertising space, to make sure that claims are not misleading, harmful or offensive. It will be applied to all UK company websites regardless of the sector or size of business or organisation.
Th extension of the ASA’s powers comes in response to consumers’ demands, and was recommended by the UK advertising industry. Since 2008, the ASA has had 4,500 complaints about online marketing claims, which it was unable to deal with.
The ASA said: “Not only is this good news for consumers, it is also good for business – marketing communications that are trusted are more likely to work and deliver value.”