|
|
Article: NEWS ANALYSIS: Is ASA ruling on virals just chest-beating?(Advertising Standards Authority)
- Article from:
- New Media Age
- Article date:
- January 12, 2006
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
The Advertising Standards Authority is moving to bring viral ads under its control. But as it's the public who decide if virals succeed or not, do they need regulating?
King Canute never actually believed he could command the waves, he just wanted to show that even his power had limits. A cynic would argue that the Advertising Standards Authority (ASA) had the same idea when, late last year, it decided to extend its remit to viral advertising.
Few people working in the industry believe that online viral marketing can be regulated like other media. Major portals may refuse to carry an ad, and responsible brands may, publicly at least, steer clear ...