Advertising Standards Agency to scrutinise marketing communications
The Advertising Standards Agency (ASA) have started to inspect the marketing communications made by businesses on Twitter, Facebook and their own websites. Until now the ASA has only been able to monitor paid advertising space such as banners and text ads.
Although the UK Code of Non-broadcast Advertising is targeted at websites with a .co.uk extension it can extend to .com sector if the domain is being utilised by a UK-based company.
Since 2008 the ASA has received over 4,500 complaints that they could not address as they did not have the required powers. They hope that the new powers granted to them will increase customer protection from unscrupulous businesses as well as instill confidence in online shoppers.
So what penalties are applied to businesses that break the law? Ultimately, not a lot. They will be forced to remove any illegal advertising and repeat offenders will be added to the list of non-complying digital advertisers.