In England, unlabelled advertising is to be more strictly controlled
The UK Advertising Association (AA) has approved a plan to introduce stricter controls over digital advertising practices. The organization, which acts as the official representative of the advertising and media industry in Great Britain, is primarily concerned with expanding the existing standards for press, TV, billboard and radio advertising. In future, these will also apply to online platforms such as Facebook, Myspace and Twitter.
This is intended to protect younger Internet users in particular from questionable, often unlabelled advertising. “This is a significant step for both the advertising industry and the Internet,” said Nick Stringer, director of regulatory affairs at the British Internet Advertising Bureau (IAB), which, according to the Guardian report, has long been in favor of tighter control of Facebook and Co. uses. So far, only banner and display ads have been checked in the online area. “The expansion ensures that online advertising is just as responsible, legal and honest as other forms of advertising,” Stringer emphasizes.
It is no coincidence that British advertising inspectors want to scrutinize online services such as Facebook and Twitter more closely in the future. The background for the tightening of the guidelines is the meanwhile widespread practice of many advertisers, bloggers and members of community portals to use them to spread their own marketing messages. For users, it is usually not clear that the postings are paid for and not an objective opinion.
The intended deception of users in this way is not only a thorn in the side of British consumer advocates. In the United States, the responsible regulatory authority, the Federal Trade Commission (FTC), set stricter advertising guidelines for bloggers as well as Facebook and Twitter users in October last year. Volker Nickel, spokesman for the German Advertising Council, considers the law against unfair competition in Germany to be sufficient: “I think it’s rather questionable whether the additional rules for the online area required in Great Britain can better protect users. I assume that the average consumer can very well recognize when he is dealing with advertising. ”Pte