Advertising Watchdog Extends its Digital Remit

Originally published March 8, 2011

Keywords: advertising watchdog, CAP code, CAP Code, ASA, regulate, advertising

Extended Remit

From 1 March 2011 the CAP Code which regulates advertising in the UK will also apply to advertisements and other marketing communications by businesses on their own websites and on other non-paid-for space under their control. Facebook pages and Twitter accounts set up by the company to generate publicity or elicit public opinion and comment will both now fall within these regulations. The CAP Code is part of the self-regulatory system under which complaints can be made to the Advertising Standards Authority ("ASA").

Background

In February 2010, the Conservative Party manifesto pledged to "tackle currently unregulated marketing on corporate websites targeted at children" and "to shut the regulatory loophole and clamp down on irresponsible online marketing targeted at children". In light of this and the rapidly changing nature of