ASA announces new pilot programme to improve online transparency

Article summary

The Advertising Standards Authority (ASA) has announced a new one-year pilot extending the regulator’s role online with the participation of companies in the digital advertising supply chain. The initiative entitled ‘Intermediary and Platform Principles’ will be launched in June 2022. It aims at standardising the co-operation methods between companies and the ASA, and at securing compliance with the rules for non-broadcast advertisements, sales promotions, and direct marketing communications such as the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code). Information about how companies operate in accordance with the set of principles will help the ASA in identifying and addressing potential gaps in the regulator’s ability to enforce the CAP Code online.