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Post: What the new Advertising Standards Authority powers mean for brands on social media

1/9/10

Social media campaigns will soon fall under the regulatory gaze of the ASA, according to news out today.

It has been announced that the ASA is to be given the same powers online as it has over traditional media advertising. This means the Authority will be able to intervene when a social media campaigns in breach of its regulations.

Reports so far are calling this ‘one of the world’s most ambitious attempts at policing online marketing‘ and that half of all complaints coming into the ASA last year fell outside of its current remit. The ASA believes this new move to be a massive step. Here are the fast facts on what the new ASA rules:

Brands have until March 2011 to fall in line

Twitter and Facebook activity will be included under the ASA’s new remit

YouTube MAY also be included

Sanctions to shame offenders will include online naming and shaming by the ASA

Search engine results will flag up offending social media campaigns - the search engines are working with the ASA

Brands should begin brushing up on how the ASA explains its regulation

Keep an eye out over the next six months as more information will come through on how the new system will be communicated

Posted in: News