1 June 2017
New ASA Guidelines On Online Ads For Under-12s
New ASA guidance on children’s critical understanding of ads online comes into effect today.
The guidance requires that online ads directed at the under 12s clarify up-front the identity and commercial intent of the marketer, where the content is significantly integrated with other non-advertising content and it is not otherwise clear from the context. This may include certain paid vlogs, advergames and product placements.
The ASA has said that there will be a transitional period of six months where it will give marketers the opportunity to resolve any complaints received informally on the basis of their agreement to change their ads.