Britain's ASA to get powers to regulate online advertising

From 1 March, consumers in UK would be allowed to make official objections about indecent or misleading information on the internet. Consumers will be able to complain to the Advertising Standards Authority (ASA), which is being invested with new powers to regulate commercial websites.

Until now, ASA had powers only to monitor advertising over traditional media such as billboards, newspapers or television.

Beginning March, statements on a company's website that could be interpreted as marketing, will come under the ASA's purview even though these may not be paid advertisements.

According to Matt Wilson of the ASA, the principle that ads have to be legal, decent, honest and truthful would now extend to companies' claims on their own websites.

The ASA ruled earlier this month that an advertisement for Yves St Laurent perfume that showed a woman writhing around on the floor and stroking her own arm was not appropriate for being shown on television.

The ASA ruled that the advertisement "simulated drug use", and banned its use on television.