Investigation into the supplier pathway of irresponsible ads online


INSIGHT
Published
Mar 5th '24
Share
Facebook

The Advertising Standards Authority (ASA) has launched two groundbreaking projects aimed at better understanding where responsibility lies for inappropriately targeted and irresponsible ads that appear online. This work forms part of the ASA strategy commitment to protect vulnerable audiences, including children, and to bring greater transparency and broader accountability to online advertising regulation.

 

The projects involve looking in depth at the supplier pathway of online ads that are found to have breached the Committee of Advertising Practice (CAP) Code.

 

One project uses innovative technology to monitor for ads for age-restricted products, including alcohol, gambling and foods high in fat, salt or sugar (HFSS), on sites of particular interest to under-18s. There are strict rules in place that prevent these ads from being directed at children (those aged 15 and under) and young people (those aged 16 and 17) through the selection of media or the context in which the ads appear.

 

Another project will use the same approach to monitor for seriously offensive and potentially harmful ads, which the ASA know to have appeared in mobile quiz and game apps.  This is the first time the ASA has undertaken tech-assisted monitoring in that media. They’ve previously investigated a number of in-app ads, which condone or encourage sexual violence to women and girls. Such ads are not acceptable in any media environment.

 

Using monitoring findings, ASA  will undertake a number of in-depth case studies seeking to identify the parties involved in the supplier pathway of these non-compliant ads, assessing the part played by the advertiser, the publisher and the intermediary companies that sit between them. The ASA will seek their input to better understand how the ads came to appear, publishing findings and assessments to help deliver strategic commitments.

 

This work builds on the ASA innovative approach to online regulation taken in recent years through Tech4Good series of projects, including: CCTV-style monitoring looking at Protecting children online; avatar-based monitoring focusing on HFSS ads appearing around children’s media and innovative, panel-based monitoring employed as part of the 100 Children Report.

 

The report of the outcome of these projects will come later this year.

 

Source: ASA

 

How we can help advertisers!

LS Consultancy are experts in Marketing and Compliance. We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.

 

We also work with a range of firms to assist with improving their documents, processes and systems to mitigate risk.

 

Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.

 

Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.

 

Explore our full range today.

 

Contact us

 

Why Not Download our FREE Brochures! Click here.

 

Call Us Today on 020 8087 2377 or send us an email.

 

FOLLOW US

Connect with us via social media and drop us a message from there. We’d love to hear from you and discuss how we can help.

 

Facebook | Instagram | LinkedIn | X (formally Twitter) | YouTube

 

Contact us