Vast Majority Of Internet Ads Comply With UK Laws, Says ASA

by Robin Pilgrim, LawAndTax-News.com, London

15 April 2003

According to a survey conducted by the UK's Advertising Standards Authority (ASA) and published last week, around 99% of banner advertisements and pop-up ads comply with the British Codes of Advertising and Sales Promotion.

In its report, released on Thursday, the ASA revealed that of the 357 banners and 264 pop-ups reviewed betwee 1 July 2002 and 31 December 2002, just one contravened the advertising standards law. This, according to the advertising body, was part of an MG-Rover campaign, which reviewers felt might encourage speeding or dangerous driving.

However, although this was the only advert in direct contravention of the Codes pf Advertising and Sales Promotion, 37 others were deemed to be 'questionable' by researchers, a figure which brings the compliance rate down to 94%.

According to the ASA:

'Advertisements were assessed as 'questionable' if it was felt that the advertisers might have had difficulty in providing evidence to support particular claims, the advertisement might have appeared on an inappropriate website or because only the ASA council could provide a definitive decision.'

The majority of questionable advertisements viewed during the course of the course of the six month survey were for online betting and gaming services on websites which could appeal to minors.

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