New rules covering advertising on the Web

by Kidd Rapinet on April 19, 2011

From the beginning of March the Advertising Standards Authority’s online remit has been extended to apply to marketing communications on organisations’ own websites and in other non-paid-for space under their control, including social networking sites like Facebook and Twitter.

Philip Wild, a partner in the Company & Commercial Dept. at Kidd Rapinet’s London office says: “The idea that the internet is an anything-goes area as far as advertising is concerned is now well and truly dead.”

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing – known as the ‘CAP Code’ – will apply in full to marketing communications online, including the rules relating to misleading advertising, social responsibility and the protection of children. The CAP Code already applies to advertising in paid space online such as pop-up and banner ads and paid search.

The CAP Code will now cover:

  • advertisers’ own marketing messages on their own websites, regardless of sector, type of businesses or size of organisation.
  • marketing communications in other non-paid-for space under the advertiser’s control, such as social networking sites.

Philip Wild comments: “Firms advertising on the web now need to make sure they are compliant. That’s where firms such as ours can help – keeping clients on the right side of the law”.

If you feel you may need advice, Kidd Rapinetcan advise you on the latest law in this field. Call Philip Wildon 020 7024 8029 for further information.