Since March 2011, the Advertising Standards Authority has been responsible for advertising and marketing online. All marketing and ads on your website must now meet the British Code of Advertising, Sales Promotion and Direct Marketing (CAP Code). This means what you say online has to be “legal, decent, honest and truthful.”
That might seem like a common sense approach to advertising on your website, but prior to March 2011, despite frequent complaints from consumers about online advertising, the ASA was powerless to regulate this. However, as stated on the ASA website, their remit now includes:
Examples of cases of failure to meet the required standards include (but this is in no way exhaustive):
Complaints! The ASA receives plenty of them and it might only take one single complaint to initiate an investigation.
Your advertising should be honest anyway. Aside from any advertising standards, there’s common sense and decent business practice to consider as well. But for the sites that do fail to comply, it can have a dire impact on online reputation.
Take ‘Betting Scalper,’ a company listed on the non-compliant online advertiser list.
A quick Google search for their brand term shows that ASA listing third – not a great introduction to the brand for anyone searching the brand, is it?
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About the Author
Stacey joined us in 2009 as a junior copywriter; now she’s a recognised figure on the global speaking circuit, having wowed audiences in the UK, Europe and US – including at MozCon 2014. She leads our search team and works with clients to deliver high-level campaign strategies.Visit Stacey's Page
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