The UK’s Advertising Standards Authority (ASA) is extending its digital remit to deliver more comprehensive consumer protection online.
From 1 March 2011, the rules in the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing, which currently only apply to ads in paid-for space and sales promotions, will apply in full to marketing communications online in all sectors and in all businesses, including the timeshare industry.
This means that the same high standards that are guaranteed in other media will be required in every online marketing platform, including the advertisers’ own websites or communications using social networking sites such as Facebook or Twitter.
RDO welcomes the move as a necessary development in the digital age. “Marketing tactics have changed enormously in recent years, with online marketing becoming more prominent, and it is important to ensure the consumer is protected in this online environment too. This development is great news and will help the work of our own Enforcement team too” said RDO’s Chief Executive, Paul Gardner Bougaard.