Posts Tagged ‘Online’

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more impact online The advert censors of ASA have published a five year strategy, with a  focus on more censorship of online advertising including exploring the use of machine learning in regulation.The strategy will be officially launched at an ASA conference in Manchester, entitled The Future of Ad Regulation.

ASA explains the highlights of its strategy:

We will prioritise the protection of vulnerable people and appropriately limiting children and young people’s exposure to age-restricted ads in sectors like food, gambling and alcohol We will listen in new ways, including research, data-driven intelligence gathering and machine learning 203 our own or that of others – to find out which other advertising-related issues are the most important to tackle We will 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 We will explore lighter-touch ways for people to flag concerns We will explore whether our decision-making processes and governance always allow us to act nimbly, in line with people’s expectations of regulating an increasingly online advertising world We will explore new technological solutions, including machine learning, to improve our regulation

Online trends are reflected in the balance of our workload – 88% of the 7,099 ads amended or withdrawn in 2017 following our action were online ads, either in whole or in part.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

Our 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.

Our 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rebalancing towards more proactive regulation has had a positive impact, evidenced by steep rises in the number of ads withdrawn or changed (7,009 last year, up 47% on 2016) and the number of pieces of advice and training delivered to businesses (on course to exceed 400,000 this year).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.

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.

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identity proofing An Online ID cardwill be launched in the UK next month. The scheme is initiallytargetted for transaction with government agencies such as the tax office and theDVLA.The Government was a bit too quick to deny it was bringing in ID cards by the back door after it revealed plans to offer everyone a virtual ID. Government aides claimed in a rather circular argument that rather than bringing in ID cards by a different method the scheme would make any attempt to reintroduce a compulsory document less likely:

This removes once and for all the need for an identity card because it will be possible to prove your identity securely without one.

More than half a million people are expected to sign up to use the Verify project within a year. Under the programme, users will choose one of five private providers — including Experian and the Post Office — to complete an online security check.

This will give them a username and password, as well as a code sent to their mobile phone, which will give them access to government services.

Driving licences and some self-assessment tax returns will be among the first services to be offered as part of the scheme next month, with tax credits and benefits records expected to follow in March.

Emma Carr, director of Big Brother Watch, which has been involved in the scheme’s development, said:

 It has to ensure that this is a scheme that the public can have full confidence in. They must make themselves very clear about how it will work, including details of what safeguards are in place to ensure that the private companies being used to verify a users identity won’t wrongly gain access to any information.’

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CAP logoASA extended their advert censorship remit into online advertising in March 2011.

Seven months on what’s the story so far?

The data reveals that complaint levels have been substantially above those forecasted. The ASA is said to have its hands full dealing with the number of complaints.

Between 1 March and 23 September 2011, the ASA received:

  • 5,531 complaints about 5,165 ads/campaigns (cases) under the new remit. This is 30% of the total of 18,369 complaints to ASA in this period
  • 86% of the cases under the new remit related to misleading advertising claims (compared to 65% for all cases in 2010).

What has prompted the complaints?

In terms of the new remit, the most complained-about sector is complementary health, in the main because it has been targeted by orchestrated complaint campaigns. But on the whole the subject of the complaints and the sectors about which complaints have been raised are similar to those about ads in other media: concerns around pricing, availability and the performance of products in sectors like retail, leisure, computers and telecommunications and holidays and travel.

In the vast majority of cases website owners who have been contacted by the ASA have amended or removed problem claims.

However some advertisers have continued to make problem claims on their sites, despite the initial intervention of CAP’s Compliance teams. These have now been posted on the ASA’s name and shame section for non-complying digital advertisers.