Revolution UK, 25 Jan 2006

Emma Rigby looks at how the Advertising Standards Association (ASA) has confirmed that viral marketing will come under its remit and be covered under the Committee of Advertising Practice (CAP) code in the new year, and how some argue the ASA is coming close to overstepping the mark:

Justin Kirby, co-founder of the Viral & Buzz Marketing Association, says: “Some would say that their proposed legislation is an attempt by the ASA to extend their remit on unpaid-for media via the back door.” He adds that the guidelines would mean policing what people say to their friends, which is impossible. “Who’s next? Bloggers?”