Black Friday Sale - Up To 57% Off
Use the RACE Growth System to develop your digital strategies, improve process
efficiency and stay relevant with the latest digital marketing techniques including AI
See what's includedValue: [rating=5]
Our commentary: The UK Advertising Standard Authority (ASA) has announced an extended remit to their CAP code guideance according to this useful summary from digital law specialists Pinsent Mason. The announcement explains that the regulations now cover:
"Advertisements and other marketing communications by or from companies, organisations or sole traders on their own websites, or in other non-paid-for space online under their control, that are directly connected with the supply or transfer of goods, services, opportunities and gifts, or which consist of direct solicitations of donations as part of their own fund-raising activities".
Marketing implications: The main points to note are:
1. Communications on your website will be subject to the standard ASA regulations which aim to control efforts to "mislead, harm or offend" and in particular communications about "alcoholic drinks, health and beauty claims, children, medicines, financial products, environmental claims, gambling, direct marketing and prize promotions".
2. Communications in other non-paid-for space i.e. social networking sites like Facebook and Twitter will also be governed.
3. You won't be responsbible for comments posted by third-parties - just those under the control of company employees.
4. The law will come into force next Spring, we'll alert you to any further details and examples.
Recommended link: Out Law / Pinsent Mason advice on social media regulations
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
Turbocharge your results with this toolkit containing 11 resources
The Digital Marketing Strategy And Planning toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
It’s not enough to create buyer personas and leave them getting dusty on the shelf. Find out how to apply customer personas to inform each stage of your marketing strategy What are marketing personas? Customer or buyer personas are fictional …..
Discover how to use our customer journey mapping template to create actionable insights to improve your marketing In today’s digitally connected world, customers have a myriad of choices when it comes to connecting with brands and businesses. There are many …..
Our guide to creating a SWOT matrix analysis to prioritize digital marketing strategy with the TOWS technique A SWOT analysis is an essential part of any business or marketing plan. It allows you to create a plan of action based not …..
