Study: 97% of internet marketing CAP-compliant
Internet Marketing
01 December 2008
Most online ads are compliant with the Committee of Advertising Practice (CAP) non-broadcast advertising code, new research has suggested.
The Advertising Standards Authority (ASA) said in its Digital Media Survey 2008 report that 97 per cent of the 551 internet marketing ads it studied followed the rules laid down in the CAP code, which it enforces.
Ten of the 16 ads found to break the rules were from health and beauty organisations, while all podcasts, mobile messaging and viral ads were discovered to be compliant.
"Self-regulation clearly works in digital media and where marketing activity is subject to the ASA's scrutiny, there is a high compliance rate with the rules," stated Christopher Graham, director-general of the ASA.
According to a recent report from Ofcom, a fifth of all money spent on advertising in the UK relates to internet marketing, with £2.8 billion spent online in this way over the course of 2007.
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