The Advertising Standards Authority traditionally monitored advertising such as newspapers, televisions and big advertising hoardings found in the street, but from March 1st 2010 this will now extend to the Internet.
If you have a business then this will affect you. It all boils down to the fact that any kind of advertisements on your website should be legal, decent, honest and truthful.
Here is a real world example:
The MetroCentre in Gateshead alleged, not only on their website but in their shopping centre, that they were "The Best Shopping Centre in Britain". As consumers, we see this kind of thing all the while without realising. It turns out that it was once voted the best, but that was 3 years ago. This means this statement could be deemed as misleading. Under the existing rules this is acceptable.
From March 1st you could make a formal complaint to the ASA and they will be forced to investigate whether this statement is misleading. It is likely that they will be forced into changing this statement.
As website owners and operators, it is your responsibility to ensure that you have no misleading information on your website. If you say that you are doing a 3 for 2 offer but you only do this on a Tuesday, you must say you only do it on a Tuesday. It is pretty basic honesty.
For more information please contact Pebble Web Design.