The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all forms of media. This means that they can regulate advertising but also content relating to websites, marketing emails, Facebook, Twitter and other social media too. So it is essential that you and your website designer take this into account before deploying any new content or campaigns.
The main aim of the ASA is to ensure that advertising is legal, decent, honest and truthful to the benefit of consumers as well as businesses and society in general and to make sure that it does not mislead anyone in any way.
Not Only Adverts
Since 2011, the regulations that have applied to advertising content are also applicable to website and online marketing content, so it is essential yours follows the same guidelines for adverts in that it must be legal, decent, honest and truthful and not misleading. It is vital that you and your web designer are aware of this so that you can avoid using content on your site which is unfair or untrue. To avoid fines and a potentially embarrassing stigma to your business, it could be wise to hire a professional web copywriter who understands the rules and how to adhere to them.
The ASA investigates complaints from members of the public as well as carrying out investigatiolwebsite for a by the Ae ASA wasA was week.public as well as carrying out investigations into potentially damaging adverts and cns into potentially damaging adverts and website content themselves. They publish this information every week. One recent ruling involved content on a website for a London tour company offering pub crawls for only £10 including free entry to venues and five free shots, was challenged for two reasons because a) the images appeared to show people under the age of 25 drinking alcohol and b) the language and content in general was socially irresponsible as it encouraged excessive drinking. The ASA upheld these views and concluded that the content was irresponsible. As a result, the content had to be removed.
The ASA doesn’t just monitor advertising. They can look at any type of content which is promoting a business, product or service. It is therefore vital that you and your web design agency understand and adhere to the rules of the ASA so that you can fairly and truthfully promote your business across the different forms of media. If necessary, it pays to hire a professional web copy writer who can interpret the rules for you and ensure your written content is compliant.