Advertising Standards Authority pilot to enhance online transparency

The ASA, alongside the largest companies in the digital advertising supply chain have announced a pilot to bring more accountability and transparency to the role that these companies play in helping to uphold the UK’s world-leading system of advertising regulation.

The initiative will pilot a set of principles covering how participating companies raise advertisers’ awareness of the rules that apply to their ads online. It will also help to ensure compliance in cases when an advertiser appears unwilling or is unable to comply with the rules. 

The information gathered as part of the pilot will provide valuable evidence to help the ASA, the industry and other stakeholders to collectively consider whether and where gaps exist in the ability to enforce the CAP Code online, and how this can effectively be addressed. 

As part of the pilot, participating companies - including online platforms, demand-side platforms and supply-side platforms - voluntarily agree to provide information demonstrating how they operate in accordance with the pilot’s principles. 

The pilot will run for one year from June 2022 and for more information, click here.