Internet Marketing Expert

Up until now, the online remit of the UK Advertising Standards Authority (ASA) has only included ads in paid-for space and sales promotions wherever they appeared. But as from March 1st 2011 that’s all about to change as their remit extends to cover all marketing communications online whether they’re on advertisers’ own sites or on other sites under their control such as Facebook and Twitter.

To some degree we should welcome the ASA’s newfound powers to protect the public from dishonest online marketers but the flip side is that we are all now at the mercy of the public at large. Take for example the recent case of a TV advertisement for Yves Saint Laurent Belle d’Opium perfume which was banned because a number of viewers found the ad to be irresponsible and offensive, because the woman’s actions simulated drug use. This advert sparked a fair amount of debate and no doubt perfume shop owners everywhere were loving the publicity but whether or not the advert in question did in fact simulate drug use is besides the point. The real issue was that it took only thirteen people to complain about the advert for it to be banned.

In theory this means that as from the 1st of March it will take just a few people to either misunderstand or take exception to some marketing content on a website to have that content banned by the ASA. Now that’s a bit of a worrying thought, especially for those of us who aren’t intending to mislead or cause offence. The ASA has confirmed that they’re taking on more resources to handle the anticipated workload having received over 4500 complaints since 2008 which they were powerless to deal with. No doubt many of those complaints were legitimate and at least now they can be dealt with but you have to wonder if the floodgates are going to open once the public realises that websites, like TV advertisements are at their mercy.