Advertising Standards website audit information

Does your website comply with the new ASA regulations?

From March 1st 2011 the Advertising Standards Authority (ASA) assumes compliance duty for all websites. That means all web content has to fall within the guidelines of the Code of Advertising Practice (CAP).

The ASA has seen a significant rise in complaints about digital marketing in recent years. The internet is now the second most complained about medium after TV, with around 14% of total complaints. In 2009 the ASA received 3,546 complaints about marketing communications on the internet. However, nearly 57% of internet ads complained about, fell outside the ASA’s remit because they were companies’ own marketing communications on their own websites.

Which parts of your website need to be ASA compliant?

The simple answer is that every bit of website content now has to fall with the CAP guidelines. In practice that means:

• You need an ASA website audit on the parts of your site that are likely to feature marketing communications covered by the advertising rules
• You must comply with the broad CAP guidelines raised by marketing communications on your website – anything in fact that may need to be explained or substantiated that a consumer may take issue with
• Your website must comply with the specific sections of the CAP and CAP Guidance that are most relevant to the product or service you are providing and the types of claims you are making

That means apart from delivering the general advertising principals you need to look at any specific provisions with regard to your industry. This covers all businesses and areas like general retail, travel and leisure, and professional and general services are all likely to be exposed.

Specific industry sectors for ASA website compliance

Over and above The CAP offers specific guidance for certain industry sectors. If you come into these categories you will need to audit your website to comply with the CAP. If you are in this financial services/betting/pharma type area you will (or should be!) aware of the rules.

The ASA website audit – what happens if you contravene the CAP guidelines

The new regulations in effect give the ASA more ‘teeth’ than they normally have elsewhere:

• An enhanced name and shame policy - providing details of an advertiser and the non-compliant marketing communication on a special part of the ASA website
• Removal of paid-for search advertising – ads that link to the page hosting the non-compliant marketing communication may be removed with the agreement of the search engines
• ASA paid-for search advertisements - the ASA could place advertisements online highlighting an advertiser’s continued non-compliance

How to go about getting and ASA web site compliance audit

No responsible brand set out to mislead consumers but the ASA have no grey areas. Having a complaint filed against you (which in our experience may well come from a competitor, rather than a member of the public) will cost you time and money.

Official ASA copy audits start at £800 and take at least 10 days. Flipside ASA website audits for Code of Advertising Practice compliance start at £399. Call us today on 01483 266740 for an estimate.