Advertising Standards Authority

The Advertising Standards Authority is the self-regulatory body in the UK that polices guidelines for advertising content and sales promotion. In 1996 their remit extended to include advertising on the web in the form of paid for media. In 1998 they launched the ASA Admark scheme. After 2000 revisions to the Code of Advertising Practice and Sales Promotion became more focused on digital marketing. By 2003 there was significant debate about the role of viral marketing and client websites – in these cases because advertising space is not paid for they were outside the ASA’s remit. In September 2010 the UK ASA extended its remit significantly to cover a broad range of online marketing tools and tactics where media space is not bought – the test used to describe its remit until that point. These included viral marketing and advertising websites. More details are available from the ASA and through an interview between Digital Strategy and Guy Parker, the CEO of the ASA.