The Advertising Standards Authority (ASA) assumed extra responsibilities today that will ensure it is better able to regulate the growing field of internet marketing – and especially internet advertising via social media such as Twitter and Facebook.
Prior to this date, the watchdog was only able to examine and adjudicate paid-for advertising online, leaving a loophole when it came to social media, which lay outside its remit.
However, the ASA has received more than 4,500 complaints over the past two years which concern social media and online advertising. It now hopes that its expanded remit will be adequate to cover this burgeoning field.
It could, under its new powers, remove advertising from search engines such as Google, as well as being able to place its own adverts warning users about ads that are in breach of the regulations.
The ASA stressed that it will be “acting on and investigating complaints as well as pro-actively monitoring and taking action against misleading, harmful or offensive advertisements.”