Advertising Standards Authority to regulate online ads

The Advertising Standards Authority (ASA) has been granted new powers to regulate all online adverts, in a move that will put increasing pressure on web site owners and advertisers.

The ASA is currently able to monitor online ads in paid-for spaces and sales promotions, but the Committee of Advertising Practice (CAP) has extended the watchdog's remit after a formal recommendation from various UK industries.

Under the new Digital Remit of the CAP Code (PDF), the ASA will oversee all web site marketing communications from 1 March 2011, regardless of the site's size or the nature of the organisation.

Adverts on social networking sites such as Facebook and Twitter will also be subject to scrutiny.

The ASA will have the power to remove any paid-for search advertising if the adverts are deemed misleading or socially irresponsible, or to ensure the protection of children.

The regulator will also have the power to place notices online highlighting an advertiser's continued non-compliance.

"This significant extension of the ASA's remit has the protection of children and consumers at its heart," said Chris Smith, chairman of the ASA.

"We have received over 4,500 complaints since 2008 about marketing communications on web sites that we could not deal with. From 1 March anyone who has a concern about a marketing communication online will be able to turn to the ASA."