The Advertising Standards Authority (ASA) has launched a new campaign to raise awareness of its broadened remit.
From March 1st 2011, the regulator will become responsible for monitoring website-based marketing, in addition to the existing offline channels it already covers.
Its cross-media campaign highlights how marketing communications on companies’ own websites and in other third party space under their control, such as Facebook and Twitter, will be included under the ASA’s remit.
Business will have to adhere to the non-broadcast advertising rules as defined in the CAP code.
ASA director of communications, policy and marketing Esra Erkal-Paler said a collaborative approach to the ad campaign was being taken, involving a variety of industry bodies.
She claimed that this showed advertising self-regulation “at its best”.
The role of the ASA is to “regulate the content of advertisements, sales promotions and direct marketing in the UK”.