CorpComms Magazine

The advertising industry's self-regulatory code of conduct is to be extended to non-broadcast media, such as social networking sites, to ensure that all marketing communications on advertisers' own websites and other non paid-for space online come within its remit.

The extension of the CAP Code, which will be administered by the Advertising Standards Authority (ASA), seeks to protect Internet users, particularly children. The proposal will be formally ratified by the industry and the ASA and will be subject to appropriate consultation.

It is expected to come into force during the third quarter of 2010.

The code currently covers all paid-for digital advertising, such as viral marketing campaigns, in-game advertising, text messages and multi-media message advertising and online sales promotions.

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