Social media not as transparent as we would like, says advertising regulator
The head of the UK’S advertising watchdog has said social media platforms are “not as transparent as we would like”, as complaints about online ads spiked last year by 41 per cent.
Advertising Standards Authority( AS A) chairman David Currie said the regulator was in conversation with platforms such as Facebook and Google but added that they could be“more open” about their systems for handling irresponsible and inappropriate ads.
The ASA recently revealed it had used child avatars to find and ban ads from five gambling operators targeted at children in a more proactive approach than relying on complaints coming in.
It said it was exploring extending the technology to environments such as Facebook, Ins tag ram, You Tube and Twitter and for monitoring exposure to online ads for junk food and alcohol.
Lord Currie said: “We need to find a way of working closer with the online platforms on this issue. We’ve had conversations with them. We’ve got to work closely with them. They have their own systems of taking down or blocking inappropriate ads.
“It’ s not as transparent as we’d like. We’d like to understand it much better. I think probably they could be a bit more open about how they do it. I think, given all the concerns that parents and others have, they recognise that they need to take action.”
Lord Currie’s remarks come as the AS A published its annual report detailing a new strategy focused on having more impact online. Of the 33,727 complaints it resolved, 14,257 online ads attracted 16,059 complaints–a 41 percent increase on the year before – while 5,748 television ads attracted 10,773 complaints.
In its rep or t, the ASA said it would “improve” its regulation of online advertising, adding :“We’ ll continue to focus on misleading content and inappropriate targeting, but we’ll also be open to thinking beyond that, for example seeking to work more closely with the large online platforms so we help each other to protect people from irresponsible ads.”
The AS A also recently released updated rules to cut children’s exposure to gambling ads, including requiring bookmakers to use every targeting tool possible to ensure online gambling promotions were not seen by under-18s.
But Lord Currie said he had been made aware of new concerns firms were “consciously targeting” problem gamblers.
AS A chief executive Guy Parker said online advertising was already “effectively” regulated, but said: “We know we need to be even more effective.”