Internet or online advertising has failed to meet the high advertising benchmark set by Advertising Standards Authority (ASA) and now regarded as the second most complained non-broadcast advertising next only to national press.
To quote from the ASA 2006 Annual Report:
Second most complained about was the Internet, with 2,066 complaints, representing a 32.7% year-on-year rise. Five years ago, in 2001, the Internet ranked as the eighth most complained about of all nonbroadcast media.
Yet the boundaries of regulatory responsibility online are still unclear. Consumers expect the same levels of honesty and truthfulness online as they do in more traditional advertising media.
While Internet ads are not sanctioned by ASA, I guess the time is now for online advertising companies to form a committee to regulate and set advertising standards. Iâ€™m afraid, however, that this concept is easier said than done.