Britain Imposes Internet Media Regulations

Posted on by Chief Marketer Staff

Big changes are afoot concerning advertising and marketing regulations in the United Kingdom, including some associated with e-mail, blogs and social networking Web sites.

Regulations effective on May 26 in the U.K. are intended to clamp down on unfair sales and marketing practices. It all falls under the Consumer Protection from Unfair Trading Regulations Act of 2008, a new British law.

New rules ban 31 practices outright, while expanding regulation of e-mail, paid Internet advertising and potentially other Internet media.

Advertorial product placements and marketing messages distributed through Internet blogs will be subject to the new regulations, according to the Institute of Practitioners in Advertising IPA, a British-based trade group.

Starting next month it will be a crime in the U.K. to falsely misrepresent oneself as a consumer and seed positive messages about products on blogs. Likewise, it will be illegal to give the impression that information is being presented without the intention of making a sale.

Perhaps the greatest danger involves advertisers and agencies that do viral, word-of mouth or “buzz marketing” who continue to believe such activities are unregulated, leaving themselves liable to fines and prison sentences under the new regulations, according to the IPA.

“While many advertisers will choose to continue with such campaigns and get away with them, due to the sheer size and problems of enforcement, this is in my view, risky and undesirable,” said in a statement Marina Palomba, IPA

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM