AA extends ad regulations online

08 March 2010

The UK Advertising Association (AA) has submitted its recommendation for extending guidelines for non-broadcasting ads on digital media.

In a move designed to increase protection for consumers and children, marketing on company websites and other non-paid online spaces will fall under the Committee of Advertising Practice’s (CAP) code.

A full outline of the measures is expected to be published later this month before coming into effect in the autumn, once they have been ratified by CAP and the Advertising Standards Authority.

AA chief operating officer Rae Burdon said: “Contrary to general understanding, much advertising online is already in remit and there’s a very high level of compliance with the existing rules. What’s important now is effective implementation and raising consumer and stakeholder awareness.”

The news follows recommendations outlined in a range of high-level national reports including the Byron Review, Digital Britain and Buckingham Report. 

Josh Colley, London