Government Sites to be Hit by Plans to Strengthen Regulation

Government websites look set to be hit hardest by plans to strengthen digital marketing regulation.

Last week the Advertising Association submitted recommendations to the Committee of Advertising Practice to extend the non-broadcast code to company websites.

Figures from the ASA, which will enforce the code, show existing regulations did not apply to nearly two-thirds of the complaints it received last year (1737) about digital marketing.

Of these, 444 related to the 'non-commercial' sector, which covers government and not-for-profit organisations.

Other sectors attracting high numbers of complaints include holiday operators, airlines, leisure and telecoms, all of which use their websites to push deals.

The proposals have been made following campaigning by MPs and lobbying groups who are concerned that company websites and branded pages on social networking sites are unregulated.

The new rules are scheduled to come into effect in the autumn. They will be backed by an awareness campaign to inform consumers of the change.

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