Advertising Standards Agency remit expands to include company web sites

The advertising watchdog can now police firms' claims made online, including social media

The Advertising Standards Agency (ASA) is able to police companies' statements online from today.

The watchdog can now process and uphold complaints concerning marketing claims made on company web sites, and other non-paid-for space, such as Facebook and Twitter accounts. Previously only paid-for space, such as advertising banners, was within its remit.

"We get thousands of complaints each year which we haven't previously been able to act on. Now companies will need to align their online advertising practices with those in print," an ASA spokesman said.

He explained that the majority of complaints received were concerning the ASA's "bread and butter" area of claims made around pricing, availability of goods, and sales conditions.

"We get some complaints from statements made on social media, but mostly it's from companies own web sites," he added.

The watchdog has taken on six new staff in its complaints and investigations team to cope with the additional workload.

This extension of the ASA's powers follows a recommendation from the UK ad industry in addition to consumer demands.