ASA clarifies its remit for cross‑border advertising
The Advertising Standards Authority (ASA) has published a guidance article outlining its remit on cross‑border ads, confirming that the Committee of Advertising Practice (CAP) Code applies to non‑paid‑for marketing from UK‑registered marketers, marketing on ‘.uk’ domains and paid‑for ads that target UK consumers, including where ads appear on UK‑based websites, use location‑based targeting, or feature UK‑specific content such as prices in Pounds Sterling or UK‑only products. It explains that non‑paid‑for marketing by marketers without a UK address and paid‑for ads not aimed at UK consumers fall outside remit, though these may be referred via the European Advertising Standards Alliance where an equivalent body exists. The ASA notes it may still act where no referral is possible and ads specifically target UK consumers, indicated by factors such as UK contact details, invitations to UK premises or Sterling pricing.