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ASA confirms same rules apply to new advertising platforms and new media

Link(s):Nothing new under the Code – New platforms, same rules – ASA | CAP

Context

The ASA has published a webpage about technology constantly evolving, and every day new media types and platforms being developed. With this being an evolving space, the CAP Code is largely ‘media-neutral’, meaning that the same rules can apply as soon as firms advertise on a new platform.

Key points to note and next actions

  • The ASA has confirmed no new rules will to be written whenever a new type of advertising emerges.  As long as an ad falls within the broad categories of communication outlined in the ‘Scope of Code’ section, it will need to follow the rules, irrespective of the type of advertising.
  • Ads must still not mislead consumers, must not cause harm or serious or widespread offence, and need to comply with any sector-specific Code rules that apply.
  • From the moment an ad goes live to the public, the Codes will apply.
  • If firms are unsure how/whether the Code applies to a campaign for a new platform, then advice is available from the Copy Advice team.
  • Firms can also find the latest CAP updates and guidance articles to refer too.