![]() ![]() We reviewed our website analytics and most popular articles, and which ones were driving the highest percentage of conversions. We decided to work with them because they offered the strategy component, as that was a big gap for us before our engagement.ĭescribe the project in detail and walk through the stages of the project.Īt our kickoff meeting, they went into detail to ask about our target market and product differentiation. They offered two packages - one that was solely content production based on a strategy provided to them, and one that included a deep analysis of our website analytics and build a strategy. We chose this agency based on their industry focus and expertise in communication. In anticipation of the extra work it will have to do, the ASA has expanded the number of staff in its complaints and investigations unit by 10%.How did you select this vendor and what were the deciding factors? The ASA said it might also take out adverts to warn people about companies that do not comply with the code. To encourage firms to comply, the ASA said it would extend a name-and-shame policy which will expose firms that make unsupportable claims.įurther sanctions for offenders could see non-compliant material removed from search engines. User-generated content, such as comments left by customers on a website, will not be covered by the extended powers.īut the ASA said that such content could be examined if a company adopted it and used positive endorsements to advertise. "The only punishment that the ASA has is withdrawal, but I can have that as part of my own marketing strategy," said Professor Mitchell. "I could have an advert up on the internet for a week or for an hour, cause widespread confusion, get sales from that, and then withdraw it," he said. However, the transient nature of online content may make the rules difficult to police, according to Vincent-Wayne Mitchell, professor of consumer marketing at London's Cass Business School. com sites, such as Facebook, if the online space being used was under the control of a UK firm. co.uk domain suffix, the ASA said its powers could also cover. While aimed primarily at sites using the. Misleading wordsĮxtending the UK advertising code to non paid-for statements means that these, like paid-for adverts, must not harm, mislead or offend. ![]() The ASA said that the new powers would help it tackle a growing number of complaints about the way companies sell themselves on the web. "These are claims that are very similar to the claims that are used to seeing in adverts that appear in media like TV, radio, posters and print," ASA chief executive Guy Parker told the BBC. ![]() Since 2008, the watchdog has received more than 4,500 complaints concerning text on websites that it could do nothing about. Until now, the ASA has only been able to oversee paid-for ads online. The rules cover statements on sites that can be interpreted as marketing, even if they are not in an advert. How companies talk about themselves on Twitter feeds or Facebook profiles is to be policed like adverts.įrom 1 March, the Advertising Standards Authority (ASA) gets powers to police the claims companies make on websites and social networks. Continue reading the main story Related Stories ![]()
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