March 1st, 2011 by John
The ASA (Advertising Standards Authority) has been given new powers that allow it to police the world of online marketing. Something they’ve never been able to do before – apparently ASA has received over 4,500 complaints about online advertising since 2008, but hasn’t had the power to do anything about practices that may breach their guidelines.
As of today (March 1) the ASA has new powers to censure misleading advertisements through social networking platforms such as Facebook and Twitter. ASA, before today, has only had the power to scold advertisements shown on the television and paid-for online advertisements. But its reach is growing ever further, and this move is a stark reminder to those who use social media to promote their business to be professional at all times.
Chairman of the Committee of Advertising Practice, Andrew Brown, said recently: “Extending the online remit of the ASA has been a top priority for UK industry over the last couple of years.
“Our aim has been to extend further in the online world the principles that are already well established in our system, namely those of effective consumer protection and fair competition.”
What do we mean by professional? We mean being trustworthy and honest, never exaggerating your products and services, communicating with your consumers whenever they ask a question and conducting yourselves in an appropriate manner at all times. It’s tempting when you create a Facebook or Twitter profile for your business to fall into an overly-personal way of doing things, and forget that you’re actually running a company!
ASA has the power to name and shame businesses that they do not feel comply with their guidelines, and can make them withdraw their online marketing habits as soon as possible. When using social media as part of your SEO campaign, remember that you’re running a business, and try to keep it as professional as possible at all times.
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