CAP Code Extension to Online Advertising Is Praised by ISBA President
Speaking at their Annual Conference 2010, ISBA President Mark Hunter said he welcomed the Advertising Association's proposals to expand the CAP Code regulations so that they include advertisers' websites and social media activity. He added however there has been "significant progress" in the self-regulation of online advertising.
"Last year we put a strong emphasis for online to level the playing field by being covered in full by self-regulation," he said. "There has been significant progress as online media owners have got off the bench and we now have the funding and support needed."
The CAP Code regulations, in force since March 2003, originally covered the advertising, sales promotion and direct marketing of non-broadcast channels. Its extension to online media is due to come into effect this September.
CEO of the Advertising Standards Association, Guy Parker, warned at the conference that the extension means advertisers will have to be more vigilant with the content of their websites."They need to make sure all their people know what's coming, that they know they're accountable and they'll have to use more stringent sign-off processes," he said.