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<p>Advertising in the UK is regulated 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.</p><p>
</p><p>The ASA has issued guidance to advertisers (<a href="https://www.asa.org.uk/resource/children-age-restricted-ads-online.html"
target="_blank">https://www.asa.org.uk/resource/children-age-restricted-ads-online.html</a>)
on using data and targeting tools to minimise children’s exposure to age restricted
or age inappropriate advertising online, including in mobile gaming apps, in order
to ensure compliance with the CAP Code.</p><p> </p><p>Last year the government also
announced its intention to review 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 the market.</p><p> </p>
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