The Advertising Standards Authority are now part way through their 5 year strategy which is entitled “More Impact Online”. The strategy sets out a clear focus and commitment to strengthening further regulation of online adverts including exploring the use of machine learning in regulation.
The reason for the focus on online advertising is simple – 88% of the ASAs workload relates to online ads.
Highlights of the strategy are as follows:
- The ASA will prioritise protection of vulnerable people limiting children and young people’s exposure to age restricted ads for particular food types, alcohol and gambling
- The ASA will monitor in new ways including research, data-driven intelligence gathering and machine learning to find out which other advertising-related issues are the most important to tackle
- Thought-leadership in online ad regulation will be developed, including on advertising content and targeting issues relating to areas like voice, facial recognition, machinegenerated personalised content and biometrics
- The ASA are exploring lighter-touch ways for people to flag concerns