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The Chartered Institute of Public Relations has voiced concerns that the regulation of social media marketing by the Advertising Standards Agency will infringe on PR activities online and has expressed disappointment not to have been consulted during the development of the policy. 

The extension of the ASA's remit will allow it to moderate messages on company websites, Facebook pages and Twitter feeds directly affiliated with a company, product or service. As of 1 March 2011, 'Advertisements and other marketing communications by or from companies, organisations or sole traders on their own websites, or in other non-paid-for space online under their control, that are directly connected with the supply or transfer of goods, services, opportunities and gifts, or which consist of direct solicitations of donations as part of their own fund-raising activities.'

A spokesman for the CIPR highlighted: 'In the case of social media, a lot of PR people are very active in this area. As it's about informing, disseminating and influencing, this is the more natural home for PR than for any other discipline. We're disappointed not to have been involved. We also believe that the wording of this amendment could lead to confusion and misinterpretation.

'We're not spoiling for a fight. We just want some debate and discussion. Firstly, are we really talking about advertising? I'm not saying that we're not but we feel it should be acknowledged that this is an interdisciplinary medium and any change in formal moderation affects all areas concerned with self-regulation.' 

An official CIPR statement said: 'The advertising industry is concerned with advertising messaging that is one-way. Social networks involve dialogue and frequently 'editorial' content.

'We believe that the ASA's remit does not extend to moderating the freedom of speech so closely associated with social media such as Twitter, Facebook and websites. Any definition of advertising should be scoped so as to avoid censoring the ability of citizens and consumers to enjoy the free online dialogue they have come to expect.'

ASA chairman Lord Chris Smith insisted: 'This significant extension of the ASA's remit has the protection of children and consumers at its heart. We have received over 4,500 complaints since 2008 about marketing communications on websites that we couldn't deal with, but from 1 March anyone who has a concern about a marketing communication online will be able to turn to the ASA.'

The Committee of Advertising Practice, the ASA's sister organisation responsible for writing the regulations, has stated that there is still time to lodge any concerns. Yesterday's announcement 'signals the start of an ongoing and lengthy review period, which invites comments from all stakeholders about any aspect of the remit extension with a pledge to act, as appropriate, on the significant comments received.'

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