Latest advertising news: new consultations on online advertising and advertising alternatives to alcohol, etc.

Online advertising consultation

The British government recently launched a Consultation of the online advertising program. The objective of the consultation is to review the regulatory framework for paid online advertising and consider how it can build on the existing self-regulatory framework currently overseen by the ASA. The consultation is open for submissions until June 1, 2022.

While the government notes the benefits of online advertising, it says it also carries risks and potentially harmful consequences, including illegal fraudulent advertisements and legal but harmful advertisements such as those that mislead and target groups. vulnerable. The aim of the program is to address the perceived lack of transparency and accountability across the supply chain for paid online advertising.

The government says it wants to give regulators more powers and tools to help regulate and minimize harm, saying that, “We want to make sure regulators have a good view of what’s going on in the large, complex, often opaque and automated supply chain, where highly personalized ads are delivered quickly and at scale.”

The government also wants to extend the responsibility for transparency and accountability to the entire supply chain. Advertisers are currently primarily responsible for the creative content, media placement and audience targeting of their advertisements. There is only secondary liability for others, and the government intends to change this, so that intermediaries, platforms and publishers can also play a greater role in regulating online advertising. .

The consultation document outlines options for the level of regulatory oversight that could be applied across the supply chain. Opinions are sought on three main approachesincluding self-regulation and the creation of a new statutory regulator which would issue codes of practice and have a range of enforcement powers.

The review is part of measures proposed to be introduced by the Online Safety Bill (which includes a stand-alone measure for affected services to tackle fraudulent advertising). According to the government, the program will ensure that other organizations in the supply chain also play a role in combating fraud and other harm caused by online advertising.

Advertising of alternative products to alcohol: new consultation

The British government is advice on the regulation of advertising of alternative products to alcohol, including low-alcohol products. The consultation invites comments on the proposed new CAP and BCAP code rules and on new official guidelines to regulate alternative alcohol products. The consultation questions are:

  • Is the definition of “alternatives to alcohol” clear, feasible and appropriate?
  • Do respondents agree with the principles and/or wording of the proposed rules and guidance, either individually or in general?
  • Do respondents have any comments on when the comprehensive and standard liquor rules would and would not apply?

Persons wishing to respond to the consultation must do so by May 5, 2022.

ASA publishes advice on advertising crypto-assets

New tips on advertising cryptoassets was published by the ASA. According to the ASA, the guidelines were issued because crypto-assets are complex and volatile commodities that are becoming increasingly popular and widespread in the UK. Due to the risks and complexity involved, advertisers of crypto-assets need to be especially careful not to mislead consumers or be socially irresponsible in the way they promote them.

ASA announces pilot project to improve online transparency

the ASA announced a one-year pilot project from June 2022, to improve online transparency. The initiative is the result of collaboration between the ASA and various IAB UK members, including online platforms, demand-side platforms and supply-side platforms. It will drive a set of principles. Principles include bringing the CAP Code to the attention of advertisers, ensuring advertising policies and contract terms require compliance with the CAP Code, and taking steps to help enforce ASA rulings. if advertisers do not cooperate.

The ASA will use the information gathered during the pilot project to publish an interim and final report. He will use them to make recommendations on best practices, areas for improvement, and determine if there are gaps in the ASA’s ability to enforce the CAP code online and how to address them.