03 September 2010

CAP Code Remit Extended Online

As mentioned previously, the Advertising Standards Authority is to extend its digit remit for consumer protection.

Advertisements and other marketing communications by or from companies, organisations or sole traders on their own websites, or in other non-paid-for space online under their control, that are directly connected with the supply or transfer of goods, services, opportunities and gifts, or which consist of direct solicitations of donations as part of their own fund-raising activities.

The announcement on Wednesday describes how the Committee of Advertising Practice (CAP) made the decision and published a guide to the new remit, exclusions and sanctions. The regulation covers advertisers' own marketing communications on their own websites and in other non-paid-for space online under their control (e.g. social networking sites).

Note that some user-generated content could fall under regulation—see section 3.9 for a description. Communications that do not constitute an advertisement or other marketing communication are excluded from the remit, as are marketing communications that promote causes or ideas, and anything already in list of content already excluded by the CAP Code (e.g. press releases, editorial content, corporate reports, natural listings on a search engine or a price comparison site).

CAP recommend all web site owners and agencies sign up to their free CAP Services to learn more about the code, its implications,ensure their web sites comply with the CAP code, and most importantly access to the free Copy Advice service. The remit will come into force on 1 March 2011.

New UK Advertising Codes were also published on Wednesday, and came into effect the same day.

Posted on: 03 September 2010 at 08:47 hrs

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