15 March 2011

CAP Code Digital Remit for Advertisements and Other Marketing Communications

The Advertising Standards Authority (ASA) published updated guidance on 1st March when their digital remit extension came into force.

Photograph of a Virgin Trains' customer information poster stating 'You can now follow Carlisle Station on Twitter'

I have discussed the changes previously, but the ASA has now updated the Committee of Advertising Practice (CAP) Code, which has been published together with an FAQ about the changes. The remit covers advertising and other marketing messages on organisations' own websites, regardless of sector, type of businesses or size of organisation, and communications in other non-paid-for space under the organisation's control, such as social networking sites like Facebook and Twitter. This affects all UK registered companies, other organisations and sole traders — not only those using .uk domains. The FAQ contains further information on issues like user generated content (UGC) and exclusions.

Therefore, there is a need for an understanding how marketing messages are generated, and which channels & destinations are used. Unlike other media, online messages can be difficult to retract, alter and retire once they have been released.

For those already familiar with the CAP Code, there is a marked up version showing the new alterations.

Posted on: 15 March 2011 at 08:01 hrs

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