NEW UK ADVERTISING REGULATOR 5 YEAR STRATEGY FOCUSES ON ONLINE IMPACT

By Claire Sng Yesterday at a conference hosted by the UK advertising regulator, the ASA, billed as “The future of ad regulation”, the ASA announced its new 5 year plan entitled “More impact online”, with an ambition of making every UK ad responsible (see link here). Reflecting on the change in landscape that has occurred, Guy Parker, Chief Executive of the ASA, who unveiled the new strategy, noted that despite only being within the ASA’s remit since 2011, online “advertiser-owned ” ads (e.g. ads on company websites and social media pages) account for over half of the ASA’s work and in 2017 around 88% of ads that were amended or withdrawn were online ads (in whole or in part). The new strategy has 6 strands: People– putting people first and making sure regulation benefits everyone not just those that complain to the ASA; including using machine learning and data gathering to work out what peoples’ priorities are;…

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