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Bigmouthmedia urges brands to scrutinise digital marketing campaigns in light of new rules


Bigmouthmedia has published a white paper responding to the recent regulatory changes and industry concerns surrounding the Advertising Standards Authority’s expansion into the digital sector.

The white paper, which focuses upon the key elements of commonplace digital marketing techniques now set to come under increased scrutiny, urges brands to reassess their current online strategies in the light of the new rules.  With judgements and the implementation of specific regulations over a raft of standard tactics likely to be decided by a committee of experts over the next year, remaining compliant with the extended rules will be a key issue facing marketers in the months ahead.

“The ASA’s move to expand its regulation of the digital marketing industry is one of the most significant challenges facing us in 2011. Although there has already been some speculation as to what exactly this will mean the details of campaign techniques will be key, and we’ve produced a comprehensive paper to provide insight into the expanded CAP code. We’d encourage all brands to closely monitor a developing situation which could have profound implications for the entire sector,” said Lyndsay Menzies, CEO of bigmouthmedia.

With its importance being supported by the UK government, the expanded Committee of Advertising Practice (CAP) code will address every element of a brand’s online activity to ensure that taste, decency and fair competition is upheld across the full range of digital platforms. Bigmouthmedia’s document illustrates those digital marketing strategies likely to come under scrutiny in the coming months, discussing areas which will require particular attention and offering insight and advice.

Having been in regular communication with the regulatory body during the months leading up to the legislative changes, bigmouthmedia has gained useful insight into the implications which the expanded CAP code will have on the sector, passing this on to brands and marketers alike in the recent publication.

Owing to the fact that the regulations are to be complaints-led, it is those marketing communications which directly involve the consumer which will be the most widely open to scrutiny. Under the expanded rules competitive claims made by brands, quoted prices and limited availability must be disclosed, substantiated and be able to be verified.

Similarly, content will play a fundamental role in the new CAP code, whether it is content generated by the brand and delivered across social media or other digital platforms, or user generated content adopted by the brand and published. All content promoted by a particular brand will be open to scrutiny and must be considered.

Andrew Girdwood, Media Innovations Director at bigmouthmedia added: “The willingness of the regulatory body to discuss the new remit with us in such detail has been very helpful. We’re particularly pleased we’ve been able to encourage wider discussions on the implications of the CAP code; between the committee and the IAB’s Affiliate Council for example. We appreciate this is just the beginning and we will be staying close to the subject.”

The document in full can be viewed at or at Scribd (

About bigmouthmedia:
Bigmouthmedia is a digital marketing company developing truly integrated digital advertising campaigns across a blend of digital platforms with ROI at the core. Setting the pace in search engine optimisation, affiliate marketing, display, social media, usability and analytics, bigmouthmedia has been delivering tangible online business growth solutions on a client-focussed, local, European and global level across 56 countries in over 30 languages since 1997.

In August 2010 bigmouthmedia merged with LBi to create Europe’s largest marketing and technology agency. The new combined LBi/bigmouthmedia agency combines LBi’s best in class digital media, marketing, communications, design, branding and technology services with bigmouthmedia’s leading search engine marketing product portfolio and digital media expertise.


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