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ASA remit expanded to cover broadband provider websites

Wednesday, September 1st 2010
From next year, the Advertising Standards Authority will monitor content on company websites.
ASA remit expanded to cover broadband provider websites
The remit of the UK's advertising watchdog is to be extended to cover the promotional material included on broadband providers' websites.

From 2011, the Advertising Standards Authority (ASA) will ensure that marketing communications on the websites of companies such as BT, Sky and Virgin Media, as well as other businesses, conform to the same high standards as other media.

This extended remit will also see the body monitoring messages on non-paid-for platforms, including social media sites such as Facebook and Twitter.

Chairman of the ASA Lord Chris Smith said the body has received more than 4,500 complaints since 2008 about marketing communications on websites.

He explained: "This significant extension of the ASA's remit has the protection of children and consumers at its heart."

This news comes after Virgin Media chief executive Neil Berkett told the Financial Times that rival broadband providers should give their average broadband speeds, rather than promoting potentially unrealistic "up to" figures.

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