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<p>Advertising in the UK is overseen by the Advertising Standards Authority (ASA),
the industry’s independent regulator, which for online advertising enforces the Code
of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) through
a system of self-regulation. The CAP Code incorporates all relevant legislation and
sets standards for accuracy and honesty to which advertisers must adhere, including
specific conditions on advertising to children, causing offence and social responsibility.
This system operates independently of government.</p><p><strong> </strong></p><p>The
Code recognises the social imperative of ensuring alcohol advertising is responsible,
and requires that it not be targeted at people under 18 and should not imply, condone
or encourage immoderate, irresponsible or anti-social drinking.</p><p> </p><p>The
government is reviewing how online advertising is regulated in the UK, looking at
how well the current regime is equipped to tackle the challenges posed by developments
in online advertising. Although this work will not directly address issues specific
only to the advertising of alcohol, it will consider cross-cutting challenges - including
exploring measures with potential to impact the wider sector. A call for evidence
on online advertising was published last month.</p><p> </p>
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