SES London 2012 - Guy Parker - Advertising Standards: how to stay out of trouble online?

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Talk by Guy Parker at SES Conference & Expo in London, February 2012, on Advertising Standards and How to Stay Out of Trouble Online

Empresariales Noticias y política

Advertising standards: staying out of trouble
online

ASA Chief Executive
Guy Parker

Topics to be covered

• Legal, decent, honest and truthful: the ASA system

• New online remit

• Key ASA rulings

• Help and advice

• Stay in touch

• Funding the system

Who are we?

The one-stop shop for ad complaints

• Both self- and co-regulatory

• Funded by advertisers, agencies
and media…

• …who commit to being ‘legal, decent, honest
and truthful’

• Advertising Codes that protect consumers and
maintain a level playing field

• Committed to being transparent,
proportionate, targeted and evidence-based

Two bodies, shared goals

writes and helps enforce the advertising codes
• CAP Broadcast – the UK Code of Broadcast Advertising
• CAP Non-broadcast – the UK Code of Non-broadcast Advertising

administers and enforces the rules laid out in the codes
• ASA Broadcast – regulates TV and radio ads
under contract from Ofcom
• ASA Non-broadcast – regulates non-broadcast
ads, sales promotions and direct marketing and is independent from
Ofcom

360º regulation

• Mandatory Advertising Codes

• Training and advice

• Monitoring compliance

• Complaints and investigation

• Independent Council

• Effective sanctions

The industry’s rule book

• The Advertising Codes set standards that
ensure that ads are legal, decent, honest and
truthful

• They cover the content and placement of ads,
as well as things such as sales promotions,
database practice and distance selling

• Administered in the spirit as well as the letter

Extension of online remit

Came into force on 1 March 2011

Ensures the same high standards as in
other media and covers:

• Advertisers’ own marketing
communications on their own websites

• Marketing communications in other
non-paid-for space under their control,
such as social networking sites like
Facebook and Twitter.

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www.cheapflights.co.uk

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888.com

Copy Advice

A comprehensive range of services to help
advertisers, agencies and media owners to
comply with the rules.

In 2011, advice and training was provided on more
than 97,160 occasions.

• Team of eight advisers who provide expert
advice on the compliance of your campaigns.

• New Express Service

• New Website Audit Service

Tap into our knowledge and expertise

• Newsletters

• Guidance and online advice

• Case studies

• Events

• Bespoke advice

• Sign up at www.cap.org.uk

Financing Advertising
Self-regulation
www.asbof.co.uk

Thank you

Advertising Standards Authority
Mid City Place, 71 High Holborn
London WC1V 6QT
Telephone 020 7492 2222
www.asa.org.uk

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SES London 2012 - Guy Parker - Advertising Standards: how to stay out of trouble online?

1. Advertising standards: staying out of trouble online ASA Chief Executive Guy Parker

2. Topics to be covered • Legal, decent, honest and truthful: the ASA system • New online remit • Key ASA rulings • Help and advice • Stay in touch • Funding the system

3. Who are we? The one-stop shop for ad complaints • Both self- and co-regulatory • Funded by advertisers, agencies and media… • …who commit to being ‘legal, decent, honest and truthful’ • Advertising Codes that protect consumers and maintain a level playing field • Committed to being transparent, proportionate, targeted and evidence-based

4. Two bodies, shared goals writes and helps enforce the advertising codes • CAP Broadcast – the UK Code of Broadcast Advertising • CAP Non-broadcast – the UK Code of Non-broadcast Advertising administers and enforces the rules laid out in the codes • ASA Broadcast – regulates TV and radio ads under contract from Ofcom • ASA Non-broadcast – regulates non-broadcast ads, sales promotions and direct marketing and is independent from Ofcom

5. 360º regulation • Mandatory Advertising Codes • Training and advice • Monitoring compliance • Complaints and investigation • Independent Council • Effective sanctions

6. The industry’s rule book • The Advertising Codes set standards that ensure that ads are legal, decent, honest and truthful • They cover the content and placement of ads, as well as things such as sales promotions, database practice and distance selling • Administered in the spirit as well as the letter

7. Extension of online remit Came into force on 1 March 2011 Ensures the same high standards as in other media and covers: • Advertisers’ own marketing communications on their own websites • Marketing communications in other non-paid-for space under their control, such as social networking sites like Facebook and Twitter.

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15. CheapFlights Media ltd t/a www.cheapflights.co.uk

16. Cassava Enterprises (Gibraltar) Ltd t/a 888.com

17. Copy Advice A comprehensive range of services to help advertisers, agencies and media owners to comply with the rules. In 2011, advice and training was provided on more than 97,160 occasions. • Team of eight advisers who provide expert advice on the compliance of your campaigns. • New Express Service • New Website Audit Service

18. Tap into our knowledge and expertise • Newsletters • Guidance and online advice • Case studies • Events • Bespoke advice • Sign up at www.cap.org.uk

19. Keep updated

20. Stay in touch

21. Financing Advertising Self-regulation www.asbof.co.uk

22. Thank you Advertising Standards Authority Mid City Place, 71 High Holborn London WC1V 6QT Telephone 020 7492 2222 www.asa.org.uk

SES London 2012 - Guy Parker - Advertising Standards: how to stay out of trouble online?

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