People who use the web are about to get a new opportunity to complain about company websites. From 1 March, consumers are being invited to make official objections about indecent or misleading info on the net.
They'll be able to complain to the Advertising Standards Authority (ASA), which is dealing with new powers to manage commercial sites. Up to now the ASA only has had the opportunity to monitor conventional advertising. These had been normally on billboards, in newspapers or on television.
New powers
In the beginning of March, the ASA will likely be able to police any statement on the company's website which could possibly be interpreted as advertising, even when it is not a paid-for advert.
"The principle that ads have to be legal, decent, honest and truthful is now likely to extend to companies’ claims on their own websites," said Matt Wilson, from the ASA. Earlier this year, for instance, the ASA ruled that an Yves St Laurent perfume advert was unfit for broadcast on television.
It demonstrated a woman stroking her arm, and writhing on the floor. The ASA said the ad "simulated drug use", and its use on TV was banned. Under the present rules, nevertheless, the business could be entitled to use the exact same advert on its website, without concern of redress.
The truth is the advertisement still appears on the Yves St Laurent United Kingdom site, but with a couple of "offending" shots removed.
Shopping claim
In another ruling this year, the ASA decided that a regional television advertisement for the Metrocentre on Tyneside violated the advertising code. The Gateshead shopping centre had claimed that it was "the finest shopping centre in Britain".
The ASA asserted claim was based on a three-year-old survey that was misleading. Nevertheless a quick look at the Metrocentre's website implies that they are still claiming to be the very best in the country.
Additional workload
The ASA has spent a year for preparing the change, and it is expecting a significant number of additional complaints. Last year 2,500 men and women criticized about the content of website, but under the old regulations their protests were not admissible.
"With 2,500 grievances, this doesn’t mean they will all be upheld," said Mr Wilson. However, the ASA is increasing staff members by 10 percent, to handle the additional workload.
