Sunday, 6 March 2011

Are You Honest?

The Advertising Standards Authority (ASA) has just begun cracking down on misleading websites.

Before March 1st, the ASA's remit only extended to paid-for webverts, pop-up ads and banners. The new rules cover not just companies' own websites, but also apply the criteria of honesty, decency, legality and truthfulness to businesses marketing themselves on Twitter and Facebook.

The ASA is financed by a levy on advertising spend, and a percentage of the income the Royal Mail receives from its Mailsort contracts. Its income in 2010 was over £7m, though it's not yet clear how this will be affected by Royal Mail privatisation. Enforcement of the new standards will be paid for through a levy on web advertising.

If you’re a web developer, designer or marketer you may want to delve deeper into the new advertising rules - here's a PDF where you can read more about the extension of the CAP code.


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