Menu
25/07/2023
New Rules To Protect Children Against Online Advertising
The government has announced new rules to protect children seeing age-restricted adverts on social media platforms, websites and services like advertising display networks.
Also clamping down on fake celebrity scams and pop-up malware from hackers, the new rules are designed to make advertising regulation "fit for the digital age".
The plans are published today by the government in response to its Online Advertising Programme.
Online advertising includes the banners or displays which appear around the content of a website, results prioritised at the top of search engines, and pop-ups on a user's screen. It helps businesses grow by reaching targeted audiences and can be cheaper and quicker than traditional advertising formats. Last year it accounted for three quarters (£26.1 billion) of the £34.8 billion spent on advertising in the UK.
Its rapid development, combined with changes in technology and complex supply chains between marketers and platforms, make it difficult to stop illegal ads appearing.
People frequently encounter fraudulent celebrity endorsements for financial scams, legitimate-looking pop-ups containing hidden malware, and promotions for products prohibited under UK law - such as weapons, drugs, counterfeit fashion and fake ticketing.
Children can be exposed to ads for age-restricted products such as alcohol, gambling and adult-rated films and games.
Creative Industries Minister Sir John Whittingdale said: "Advertising is a huge industry in which Britain is a world leader. However, as online advertising has taken a steadily bigger share, the rules governing it have not kept pace and so we intend to strengthen them to ensure consumers are properly protected.
"Our plans will shut down the scammers using online adverts to con people out of their cash and will stop damaging and inappropriate products being targeted at children.
"We will make sure that our proposed regulation helps keep people safe while supporting and enhancing the legitimate advertising industry so it can maximise its innovation and potential."
There is currently a self-regulatory system for the content and placement of online adverts in the UK, overseen by the Advertising Standards Authority (ASA). The ASA has a strong record of delivering consistent, effective results and holding legitimate advertisers accountable. However regulators are not empowered to act to address illegal harms in the same way as harmful advertising by legitimate businesses.
The government intends to introduce new rules to tackle illegal paid-for online adverts and increase protections for children. A range of targeted legislative and non-legislative measures will address the most serious risks linked to online advertising. This approach complements the Online Safety Bill, which is targeted at user generated content, and will build on measures tackling fraudulent advertising in that legislation.
The new statutory regulation will put more responsibilities on major players across the online advertising supply chain. As well as online publishers, apps and websites serving ads, 'adtech' intermediary services which facilitate the placement and distribution of online adverts will be in scope. Promotional posts by social media influencers where they receive payment or free products will also be covered.
Social media firms, search engines and other websites will be required by law to have proportionate systems and processes to stop people being served illegal adverts, and prevent under-18s seeing adverts for products and services illegal to be sold to them. This will improve safety, transparency and consumer trust by introducing more effective action while supporting industry growth.
In due course, the government will launch a further consultation on the details of potential legislation - including its preferred choice for a regulator to oversee the new illegal paid-for advertising rules. New legislation would not affect the ASA's remit for the content and placement of legitimate paid-for advertising online.
Ministers will this week convene a new taskforce to gather more evidence around illegal advertising and build on industry initiatives to tackle harms and increase protections for children before the legislation is introduced.
The taskforce will be chaired by Creative Industries Minister John Whittingdale and Mark Lund, the chair of the Advertising Standards Board of Finance and former president of McCann UK and Europe. The group will include representatives from across the advertising industry, including the ASA, as well as tech trade bodies, consumer groups and the government's Anti-Fraud Champion, Anthony Browne.
Mark Lund, chair of The Advertising Standards Board of Finance and deputy chair of the Online Advertising Taskforce, said: "UK advertising is a dynamic engine for the UK economy because it's creative and trusted.
"So, I'm delighted to be helping lead in the task force's role in strengthening industry's response to illegal harms advertising and the protection of children online, building on the long-term success of the ASA and the self-regulation system in keeping both trust and creativity at world leading levels."
Anti-Fraud Champion Anthony Browne said: "We remain absolutely committed to fighting fraud and this is another example of the government delivering on a pledge from its pioneering Fraud Strategy.
"Eighty percent of fraud is cyber enabled and it often starts with fraudulent posts and adverts on social media. I am therefore pleased to see new measures being introduced to tackle these.
"The government will continue to work with industry, and law enforcement, to prevent fraud from happening and ensure better support is given to the public."
Also clamping down on fake celebrity scams and pop-up malware from hackers, the new rules are designed to make advertising regulation "fit for the digital age".
The plans are published today by the government in response to its Online Advertising Programme.
Online advertising includes the banners or displays which appear around the content of a website, results prioritised at the top of search engines, and pop-ups on a user's screen. It helps businesses grow by reaching targeted audiences and can be cheaper and quicker than traditional advertising formats. Last year it accounted for three quarters (£26.1 billion) of the £34.8 billion spent on advertising in the UK.
Its rapid development, combined with changes in technology and complex supply chains between marketers and platforms, make it difficult to stop illegal ads appearing.
People frequently encounter fraudulent celebrity endorsements for financial scams, legitimate-looking pop-ups containing hidden malware, and promotions for products prohibited under UK law - such as weapons, drugs, counterfeit fashion and fake ticketing.
Children can be exposed to ads for age-restricted products such as alcohol, gambling and adult-rated films and games.
Creative Industries Minister Sir John Whittingdale said: "Advertising is a huge industry in which Britain is a world leader. However, as online advertising has taken a steadily bigger share, the rules governing it have not kept pace and so we intend to strengthen them to ensure consumers are properly protected.
"Our plans will shut down the scammers using online adverts to con people out of their cash and will stop damaging and inappropriate products being targeted at children.
"We will make sure that our proposed regulation helps keep people safe while supporting and enhancing the legitimate advertising industry so it can maximise its innovation and potential."
There is currently a self-regulatory system for the content and placement of online adverts in the UK, overseen by the Advertising Standards Authority (ASA). The ASA has a strong record of delivering consistent, effective results and holding legitimate advertisers accountable. However regulators are not empowered to act to address illegal harms in the same way as harmful advertising by legitimate businesses.
The government intends to introduce new rules to tackle illegal paid-for online adverts and increase protections for children. A range of targeted legislative and non-legislative measures will address the most serious risks linked to online advertising. This approach complements the Online Safety Bill, which is targeted at user generated content, and will build on measures tackling fraudulent advertising in that legislation.
The new statutory regulation will put more responsibilities on major players across the online advertising supply chain. As well as online publishers, apps and websites serving ads, 'adtech' intermediary services which facilitate the placement and distribution of online adverts will be in scope. Promotional posts by social media influencers where they receive payment or free products will also be covered.
Social media firms, search engines and other websites will be required by law to have proportionate systems and processes to stop people being served illegal adverts, and prevent under-18s seeing adverts for products and services illegal to be sold to them. This will improve safety, transparency and consumer trust by introducing more effective action while supporting industry growth.
In due course, the government will launch a further consultation on the details of potential legislation - including its preferred choice for a regulator to oversee the new illegal paid-for advertising rules. New legislation would not affect the ASA's remit for the content and placement of legitimate paid-for advertising online.
Ministers will this week convene a new taskforce to gather more evidence around illegal advertising and build on industry initiatives to tackle harms and increase protections for children before the legislation is introduced.
The taskforce will be chaired by Creative Industries Minister John Whittingdale and Mark Lund, the chair of the Advertising Standards Board of Finance and former president of McCann UK and Europe. The group will include representatives from across the advertising industry, including the ASA, as well as tech trade bodies, consumer groups and the government's Anti-Fraud Champion, Anthony Browne.
Mark Lund, chair of The Advertising Standards Board of Finance and deputy chair of the Online Advertising Taskforce, said: "UK advertising is a dynamic engine for the UK economy because it's creative and trusted.
"So, I'm delighted to be helping lead in the task force's role in strengthening industry's response to illegal harms advertising and the protection of children online, building on the long-term success of the ASA and the self-regulation system in keeping both trust and creativity at world leading levels."
Anti-Fraud Champion Anthony Browne said: "We remain absolutely committed to fighting fraud and this is another example of the government delivering on a pledge from its pioneering Fraud Strategy.
"Eighty percent of fraud is cyber enabled and it often starts with fraudulent posts and adverts on social media. I am therefore pleased to see new measures being introduced to tackle these.
"The government will continue to work with industry, and law enforcement, to prevent fraud from happening and ensure better support is given to the public."
Related Northern Ireland News Stories
Click here for the latest headlines.
25 November 2024
SDLP Seeks Views On Proposed Regional Jobs, Skills and Investment Bill
The SDLP has announced the launch of a public consultation of their proposed Regional Jobs, Skills and Investment Bill, describing it as an opportunity to rebalance the economy across the North. The consultation opened online today and will close on Sunday 16th February.
SDLP Seeks Views On Proposed Regional Jobs, Skills and Investment Bill
The SDLP has announced the launch of a public consultation of their proposed Regional Jobs, Skills and Investment Bill, describing it as an opportunity to rebalance the economy across the North. The consultation opened online today and will close on Sunday 16th February.
13 June 2016
NI Businesses Lose Over £2m Following Online Crime
Firms in Northern Ireland lost over £2 million following online crime last year, according to new figures. Figures from Get Safe Online and Action Fraud show 247 cases were reported with total losses amounting to £2,152,343 between March 2015 and March 2016. However, police believe the overall losses could be higher.
NI Businesses Lose Over £2m Following Online Crime
Firms in Northern Ireland lost over £2 million following online crime last year, according to new figures. Figures from Get Safe Online and Action Fraud show 247 cases were reported with total losses amounting to £2,152,343 between March 2015 and March 2016. However, police believe the overall losses could be higher.
24 February 2005
Public opinion sought on smoke-free spaces
Health Minister Angela Smith today launched a week-long advertising campaign aimed at encouraging the general public to participate in the consultation on smoke-free public places.
Public opinion sought on smoke-free spaces
Health Minister Angela Smith today launched a week-long advertising campaign aimed at encouraging the general public to participate in the consultation on smoke-free public places.
01 August 2001
Belfast businesses to benefit from recruitment initiative
A new recruitment initiative has been launched in Belfast which aims to offer both employers and employees valuable advice on all aspects of recruitment and current legislation.
Belfast businesses to benefit from recruitment initiative
A new recruitment initiative has been launched in Belfast which aims to offer both employers and employees valuable advice on all aspects of recruitment and current legislation.
30 September 2024
Mobile-First Approach: Online Casinos Prioritising Smartphones
Because of the increasing use of mobile devices, other industries are now beginning to adopt strategies that are suitable for smartphone users. The above finding also applies to the online casino industry.
Mobile-First Approach: Online Casinos Prioritising Smartphones
Because of the increasing use of mobile devices, other industries are now beginning to adopt strategies that are suitable for smartphone users. The above finding also applies to the online casino industry.
-
Northern Ireland WeatherThis Evening and Tonight:A dry night, save for a few light showers around the coasts, with prolonged clear spells and light winds bringing a frosty dawn for many in central and southern parts. Minimum temperature -3 °C.
