Great Britain’s advertising watchdog, ASA, has published a resource and guidance page to help social media influencers and brands that promote online, to better understand and implement advertising codes. According to the regulator, this year has produced an increased number of complaints about social media promotions and that inspired the creation of this helpful guide.
The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator and they ensure that ads across the United Kingdom media stick to the code. ASA works alongside the Committee of Advertising Practice (CAP), which writes the Advertising Codes.
ASA and CAP aim to manage their duties and implement the code in a way that is transparent. The regulator reached out to brands and influencers to make them aware of the new guide.
What’s In The Box?
When you visit the resource page on asa.org.uk, you will find all the relevant codes you need to know when running an ad campaign on social media. They specifically geared the page for ads of promotions, giveaways, prize draws, or any type of competition. It includes a simple and downloadable checklist, how-to videos, and detailed AdviceOnline entries. CAP also creates webinars available in a library.
You will also find a link to the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing on the resource page, as well as quick links to articles on topics like: “Am I Responsible?”, “Which rules apply to my promotion?”, and “Dealing with unexpected events”. Further down on the page, they’ve included CAP Insight Articles where you can read relevant articles posted by CAP.
Let’s Get Technical
Interpreting and applying regulatory jargon isn’t always the easiest of tasks. But CAP has attempted to make things as straightforward as possible. Influencers can start with the easy-to-follow CAP checklist.
Firstly, it is notable that they consider a promotion or competition an ad. Therefore, it needs a clearly visible ad hashtag. Next up are four points you need to work through to ensure you are well prepared for running the campaign.
- Administering the promotion – This has to do with the admin behind the promo, like time resources, your ability to track entries, and estimating the reach of the ad.
- Preparing your posts and content – Here they suggest what you need to have in place before going live with the content, like terms and conditions.
- Picking winners – This is all about which processes need to take place to ensure you don’t have any liability.
- Awarding prizes – How will you check that the winner meets the requirements and will you be able to award the prize?
Remember that social media platforms have their own rules you need to comply with as well.
Why Does This Affect You?
Casino streamers may wonder what CAP regulations have to do with them. Remember that even if you are collaborating or posting on behalf of a brand, you still carry part of the responsibility of complying with advertising rules.
We highly recommend that if you stream or affiliate with any UK based online gambling brands, that you familiarise yourself with the CAP Advertising Code. Section 16 of the code pertains to gambling ads and clearly states that its rules apply to affiliate marketers.
All Clued Up
The ASA is making it very easy for casino streamers to understand UK advertising laws and the regulator does not turn a blind eye to lawbreakers. Influencers and brands build their success on being reputable, and being on the right side of the law goes hand in hand with that.