NMA, 10 June 2005

The ASA is to consider extending its advertising code to viral advertising, a move that could deter mainstream advertisers from running edgier campaigns online. Justin Kirby, co-founder of the Viral and Buzz Marketing Association, questioned whether the regulators could justify extending their remit in this area:

There’s a very big difference between advertising that you have no control over the way it’s presented to you, and something that you’re proactively engaged with and seeking something out.