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<p>The regulation of online advertising in the UK is led by the Advertising Standards
Authority (ASA). The ASA is responsible for the day-to-day enforcement of the UK Code
for Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code).</p><p>
</p><p>Within the CAP code, section 4.1, covers rules around discrimination, stating
that “particular care must be taken to avoid offence on the grounds of race, religion,
gender, sexual orientation, disability or age.” Marketers should be particularly aware
of their depictions of these characteristics, and ensure that their ads do not contain
anything which may be likely to cause serious or widespread offence on any grounds.”
More information can be found here: <a href="https://www.asa.org.uk/advice-online/offence-use-of-stereotypes.html"
target="_blank">https://www.asa.org.uk/advice-online/offence-use-of-stereotypes.html</a></p><p>In
investigating a possible breach of advertising rules, the ASA will use the CAP code
to determine the course of action. If the advertisement is deemed to be offensive
or discriminatory, the advertiser will be asked to take down the ad.</p><p> </p>
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