The TL;DR
The ASA, the UK’s advertising regulator, has partnered with Instagram and five content creators to publish a series of videos that explain the key rules for online advertising
The videos cover topics such as disclosing ads, avoiding misleading claims, and being transparent about prices.
The campaign aims to raise awareness of the ASA system and the standards that all advertisers must follow, as well as inform consumers of their rights and expectations.
Who is the ASA?
The ASA, or the Advertising Standards Authority, is the UK’s independent regulator of advertising across all media. The ASA ensures that all ads are legal, decent, honest, and truthful, and that they do not harm or offend consumers or society.
The ASA works with the industry body CAP, or the Committee of Advertising Practice, which writes and maintains the UK Advertising Codes. The ASA and CAP are funded by a levy on the advertising industry, and they operate a self-regulatory system that is responsive, flexible, and effective.
What are they doing, why now and how is this significant?
The ASA has launched a new phase of its UK-wide awareness campaign, called AI-assisted, Collective Ad Regulation, which is its new five-year strategy.
The campaign aims to reach out to new and emerging online advertisers, especially those who use social media platforms, and educate them about the ad rules and how to follow them.
The campaign also aims to empower consumers to recognise and report problematic ads, and to trust the ASA system to protect them from harm and misleading information.
As part of this campaign, the ASA has collaborated with Instagram and five content creators, who have produced a series of videos that showcase the ad rules in a creative and engaging way. The 5 collectively have a combined following of over 1.5 million on Instagram.
The videos cover themes such as:
- How to clearly disclose ads using labels such as #ad or #sponsored
- How to avoid making misleading claims or exaggerating the benefits of a product or service
- How to be upfront and clear about the price of goods or services, and include any additional fees or charges
- How to respect the intellectual property rights of others and not use fake endorsements or testimonials
The videos are available on the ASA’s and the content creators’ Instagram accounts, and they will also be promoted on other social media platforms and websites. The videos are expected to reach millions of people, especially younger audiences, who are more likely to consume online content and follow influencers.
This initiative is significant because it demonstrates the ASA’s commitment to adapting to the changing media landscape and reaching out to new and diverse audiences. It also shows the ASA’s willingness to work with the industry and the platforms to promote responsible advertising and foster trust and transparency. By partnering with Instagram and the content creators, the ASA is able to leverage their creativity, authenticity, and influence to deliver the ad rules in a way that is relevant, relatable, and engaging for their followers.
Here are the 5 posts
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
View this post on Instagram
How does this affect me?
If you are a brand marketer or an agency that works with online advertising, this initiative affects you in several ways.
First, it reminds you of the importance of complying with the ad rules and the consequences of not doing so. The ASA has the power to take action against non-compliant ads, such as removing them, banning them, or naming and shaming the advertisers. The ASA can also refer serious or repeated offenders to the legal authorities or the platform owners, who can impose further sanctions, such as fines, suspensions, or account closures.
Second, it informs you of the best practices and the expectations of the consumers and the regulator when it comes to online advertising.
They also help you understand the perspective of the consumers, who have the right to know when they are being advertised to, and who can report any ads that they find problematic or harmful.
Third, it inspires you to be more creative and ethical in your online advertising. The videos show how the content creators use their skills and personalities to communicate the ad rules in a fun and entertaining way, while still being honest and respectful. They also show how the content creators value their relationship with their followers, and how they want to maintain their trust and credibility. By following their example, you can create online ads that are not only compliant, but also engaging and effective.
How can RippleXn assist you?
If you are interested in learning more about RippleXn, and how it can help you with your online advertising, please contact our team and choose the right package for you. We look forward to hearing from you soon.
References:
See the original ASA’s post >>
