The ASA redefines advertising

12:40 PM, 12 December 2016

The new definition of advertisement -- brought to you by the ASA!

The ASA's new definition of advertising

With the rapidly changing world of advertising, ANZA has encouraged the Advertising Standards Authority (ASA) to reconsider constitutes "advertising" in terms of the ASA's Codes. The result, a new definition which is less about specific media and more focused on the intent of the advertiser.

Simply, when an advertiser controls the content of a message -- be that directly or indirectly -- in order to influence choice, opinion or behaviour, then the published or broadcast activity is likely to be advertising. On this basis, advertorials, advertiser websites, advertiser-controlled content within influencers content e.g. blogs & vlogs and 'native advertising' are all considered advertising under this definition.

The new definition reads: "'Advertising and advertisement(s)' are any message, the content of which is controlled directly or indirectly by the advertiser, expressed in any language and communicated in any medium with the intent to influence the choice, opinion or behaviour of those to whom it is addressed".

Please click here for a more detail of the ASA's updated definition of advertising.

In making this change from a definition built up incrementally by media platforms, to one of intent and control, ANZA believes the ASA Codes are more contemporary and will continue to be relevant with further changes in the media landscape.

Should you have any questions regarding the new ASA definition of advertising, please contact

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