ASA imposes paid search tax to police websites

by Andrew McCormick, revolutionmagazine.com 10-Nov-09, 10:16

LONDON - For the first time brands will have the content of their websites policed by the Advertising Standards Authority (ASA) under plans to extend the regulator's remit to include all 'online marketing'.

The ASA's remit currently only covers paid-for online advertising in the UK, but this is set to change from the middle of next year when its responsibilities will be widened to include all forms of digital communications including branded websites and paid-for comment on blogs and social networks.

Search giant Google has stepped in to offer initial capital for the extension of the ASA's self-regulatory remit. However, in the long-term the regulatory body is planning fund the initiative via a levy on paid-for search advertising. It is expected the ‘search tax' will replicate the 0.1 per cent levy the ASA imposes on advertisers spending across traditional media.

Matt Brittin, Google's UK managing director said: "If people have a complaint about a claim made on a website it's important that it is properly investigated. We support the ASA's aims of providing consumer protection and are happy to help get this up and running for the benefit of Uk consumers and businesses."

The proposal needs to be ratified by ASBOF (the Advertising Standards Board of Finance) before going ahead.