Children's health campaigners question effectiveness of ASA's extended remit

From 1 March 2011, the online marketing regulations of the Advertising Standards Authority (ASA) will be extended to cover communications on advertisers' own websites and non-paid-for space under their control on social networking sites such as Facebook and Twitter.

However, Charlie Powell, campaigns director for the Children’s Food Campaign, said the moves showed the weakness of self-regulation by advertisers. "It is business as usual for the ASA, which is an industry-funded body that aims to stave off government regulation. This action is overdue and reliant on a complaint before action is taken. By then the damage is done."

The ASA claims the new rules in its CAP Code on non-broadcast advertising, sales promotion and direct marketing allow it to close the gap on complaints that currently fall outside of its remit. Last year it had to reject 3,500 complaints for this reason.

Advertisers have until 1 March 2011 to adhere to the new code. Sanctions for transgression will include the removal of paid search advertising, and online ads from the ASA highlighting the lack of compliance.