Today saw the launch of a new study from the Advertising Standards Authority (ASA) exploring online ads.
Designed to investigate consumers' ability to recognise online ads as ads, the project was launched in response to concerns regarding 'when and how content should be labelled as advertising.'
The launch of this project by the ASA comes at a critical time, when consumer trust in advertising is challenged. Ensuring consumers are clear about whether content they are viewing has been paid for and is in fact advertising is essential. ISBA’s Vlogger/Blogger Framework was designed to give our members clear advice on how to work with influencers and to understand their obligations to adhere to regulations. Find out more here >
Further details on the initiative and how to submit evidence can be found below.
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ASA call for evidence on recognition and labelling of online ads
The Advertising Standards Authority (ASA) has today (Thursday 15 March) launched the first stage of a project exploring people’s ability to recognise online ads as ads, including by how they are labelled. The ASA has issued a call for evidence to find out more about what types of labels help people to understand when the online content they see, hear and interact with is advertising.
The ASA’s project responds to a trend that has seen advertisers entering into commercial relationships with social media influencers and online publishers, the effect of which has sometimes been a blurring of the lines between advertising and editorial content. That, in turn, has led to confusion and frustration amongst consumers, as well as uncertainty amongst influencers and online publications, about when and how content should be labelled as advertising.
One of the key advertising rules is that ads must be obviously recognisable as such. It is important for people to know when they’re being advertised to so that they can understand when content is intended to promote a product or brand. If people are unaware they are being advertised to, it is not only misleading but it also damages trust in advertising.
The call for evidence will form one part of the ASA’s ongoing work in this area and is the starting point for helping it explore whether it is getting it right on ad labelling online. It will also help the ASA ensure it advises and regulates the ad industry in a way that is in tune both with how evolving digital platforms work and, most importantly, with people’s expectations and experience.
Specifically, the ASA would most welcome evidence on:
- What level and type of commercial influence over editorial content people expect to be informed about, through an ad label or other method
- How people interpret specific labels used to indicate content as advertising, for example, #ad, and the extent to which wording, placement, visibility and style might impact on people’s ability to identify an ad
- The extent to which people may differ in their ability to identify ads: including whether some groups are more or less likely able to distinguish advertising from non-advertising content and the reasons for that
- Current practices for the labelling of online ads, including national and international examples
The ASA has already undertaken comprehensive work in this area over the last few years – through its rulings, issuing guidance and providing training and advice – to help advertisers, brands, agencies and influencers to understand how and when the ad rules apply to them and how to make ads clear. And the ASA has seen an increasing number of influencers who stick to the rules calling out those who don’t.
The call for evidence will provide the ASA with further context and insight on this issue. Following that, and based on the information it receives, the ASA will commission research into public understanding in this area. If the evidence suggests that it needs to change the way it regulates we will set out how we intend to achieve that.
Commenting, ASA Chief Executive, Guy Parker said:
“Social influencer and native advertising might be relatively new but the advertising rules haven’t changed – people shouldn’t have to play the detective to work out if they’re being advertised to. That means the status of a tweet, blog, vlog, Instagram post or story should be clear. Our call for evidence will play an important part in helping us understand how consumers recognise and respond to online labelling of ads and how we apply the rules in this area.”
Ends
For further information please contact:
Senior Media Relations Officer
Matt Wilson (mattw@asa.org.uk / 020 7492 2122)
Media and Public Affairs Assistant
Estelle Yuen (estelley@asa.org.uk / 020 7492 2121)
Notes to editors
- The ASA is the independent regulator of advertisements across all media in the UK. We do so in the public interest and with the co-operation of advertisers, agencies and media owners who are committed to observing the Advertising Codes. The ASA acts independently of both the Government and the advertising industry.
- We are specifically seeking high-quality research and evidence on this topic, which can be submitted to us at adlabelling@asa.org.uk
- Submissions should be made by Friday 13 April to help inform the approach we take to the public research which we plan to carry out
- A copy of the Call for Evidence document is available upon request
- Current guidance from the Committee of Advertising Practice (CAP), the body that writes and maintains the UK Advertising Codes, on ‘Recognising ads: Social Media’ can be found here
- Further CAP guidance on recognising ads: blogs and vlogs can be found here and guidance, including a video, on the scenarios when online content creators should disclose when material is advertising can be found here.
- Further information about ASA is available at www.asa.org.uk