The future of advertising regulation

Nov 1st '18

The Advertising Standards Authority(ASA) have launched their new five year strategy, with a clear focus and commitment to strengthening further the regulation of online ads – including exploring the use of machine learning in regulation. The strategy will be officially launched in Manchester, entitled ‘The Future of Ad Regulation.


The ASA, active for 57 years, is today established as the one-stop-shop for the regulation of ads across all media. The particular ‘online’ focus of the new strategy responds to the fact that businesses are increasingly advertising online, people are spending more time online, and the pace of change online is contributing to people’s concerns.


Highlights of the strategy include the following:


  • Prioritise the protection of vulnerable people and appropriately limiting children and young people’s exposure to age-restricted ads in sectors like bard, gambling and alcohol
  • Listen in new ways, including research, data-driven intelligence gathering and machine learning – to find out which other advertising-related issues are the most important to tackle
  • Develop our thought-leadership in online ad regulation, including on advertising content and targeting issues relating to areas like voice, facial recognition, machine-generated personalised content and biometrics
  • Explore lighter-touch ways for people to flag concerns
  • Explore whether the decision-making processes and governance always allow the ASA to act nimbly, in line with people’s expectations of regulating an increasingly online advertising world
  • Explore new technological solutions, including machine learning, to improve regulation


Online trends are reflected in the balance of the ASA workload – 88% of the 7,099 ads amended or withdrawn in 2017 following action were online ads, either in whole or in part. Meanwhile, two-thirds of the 19,000 cases resolved last year were about online ads.


The ASA guiding principle is that people should benefit from the same level of protection against irresponsible online ads as they do offline. The ad rules apply just as strongly online as they do to ads in more traditional media.


This new strategy – setting the ASA’s direction to 2023 – will strengthen further the policing of online advertising to make sure people and responsible businesses are protected.


Simultaneously, they will continue to ensure standards in advertising across offline media, including TV, radio, press, outdoor, leaflets/brochures, cinema and others.


The ASA recent rebalancing towards more proactive regulation has had a positive impact, evidenced by steep rises in the number of ads withdrawn or changed (7,009 last year, up 47% on 2016) and the number of pieces of advice and training delivered to businesses (on course to exceed 400,000 this year). This emphasis on proactive regulation – intervening before people need to complain about problematic ads – will continue under the new strategy.


The launch event – ‘The Future of Ad Regulation’ conference – will take place at Manchester Central Convention Complex on 1 November.  Speakers will include Professor Tanya Byron, Reg Bailey, BBC Breakfast’s Tina Daheley, Marketing Week’s Russell Parsons, ASA Chief Executive Guy Parker and ASA Chairman David Currie.


Read the new strategy: More Impact Online


ASA Chief Executive, Guy Parker said: “We’re a much more proactive regulator as a result of the work we’ve done in the last five years.  In the next five, we want to have even more impact regulating online advertising. Online is already well over half of our regulation, but we’ve more work to do to take further steps towards our ambition of making every UK ad a responsible ad.” 


Lord Currie, Chairman of the ASA said: “The new strategy will ensure that protecting consumers remains at the heart of what we do but that our system is also fit for purpose when regulating newer forms of advertising. This also means harnessing new technology to improve our ways of working in identifying problem ads.”


Watch: The Future of Advertising Regulation below.



Source: ASA


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