Where would we be without the Advertising Standards Authority?
Through its diligence, consumers have been able to buy in confidence. But the emergence of the internet and online marketing was threatening to thwart its good work. Online marketers couldn’t be touched by the ASA and were able to make all sorts of outlandish promises.
But that’s all about to change.
From 1st March 2011 marketing communications on websites will be covered by the ASA
What that means to you
The ASA’s new powers cover all your marketing communications on your website and other non-paid-for space under your control if you operate from the UK.
Its extended remit will cover:
- Your company’s own marketing messages on its websites
- Your company’s marketing communications in other non-paid-for space which is under your control (such as social networking sites line Facebook and Twitter)
So if your website guarantees the delivery of goods within 24 hours you must do that. If you offer a service, your claims must be genuine and truthful unlike the recent exaggerated broadband speed claims.
The ASA and social media
The incorporation of social media into the remit is where things get tricky.
Basically, any claims published by you on your Facebook pages or Twitter accounts must be adhered to as they will come within the realms of the ASA ruling.
Now as you know, one of the main aspects of social networking is encouraging user generated content – things like comments and tweets. So how does this new ruling affect them?
Well if they’re generated by the public they won’t fall within the new guidelines but if you adopt them as part of your marketing campaigns, they will. For example if you use photos of customers enjoying your product, they will fall within the remit of the ASA. If you, as a company, re-tweet a comment by a follower on Twitter (e.g. regarding the availability of a certain item in store that day), it will fall within the ASA’a remit.
Why you need to know this
This new ruling will affect all online businesses and will have far reaching consequences for you should you fall foul of them.
So it’s well worth taking the time to visit the ASA website for more information to make sure all your marketing communications comply.
Don’t let your company be the one to feel the wrath of the ASA.
Sally is a freelance copywriter based in the UK. Through her business, Briar Copywriting, she works with a vast range of companies, from home businesses and SMEs to blue chip companies around the world to create eye-catching, compelling copy which boosts their sales and market visibility. Also a prolific blogger and twitter, when she’s not working she’s being mum’s taxi to her 2 sons.