Advertising Standards Authority – Guide dogs for PPC

18 oct 2010 

Pay Per Click (PPC) advertising and the Advertising Standards Authority are about to become closer bedfellows, as the Advertising Standards Authority appears to be stepping up its policing of the medium.

PPC ads are already under the watchful eye of the Advertising Standards Authority and they are extending their remit to include copy on landing pages and other elements of the PPC chain of events. 

Furthermore, the Advertising Standards Authority have agreed with Google that Google will pull the ads of PPC advertisers whose copy contravenes their rules and regulations.  PPC ads will be pulled and can be replaced by a notice naming and shaming the offending advertiser.  Not good for sales and certainly not great for a brand’s image.

However, it’s not all doom and gloom – far from it.  This new development can actually be seen as very good news for PPC advertisers, and PPC should befriend the Advertising Standards Authority.

If there’s one thing that social media has taught us, it’s that that in the online marketing world, honest conversations between advertiser and consumer hold the key to getting results.  This can all too easily inadvertently become compromised in the PPC arena where advertisers only have 130 characters of ad text to make their claims or promote offers. 

Far better to avoid the potential problem in the first place.

All too often the Advertising Standards Authority are seen as advertising watch dogs, snarling rottweilers if you will, straining at the leash to savage the unwary advertiser.  Now that PPC and the Advertising Standards Authority are coming together, perhaps it’s an opportunity to see the Advertising Standards Authority more as guide dogs that can help PPC advertisers negotiate the maze of rules and regulations.  Who knows, perhaps PPC can help the Advertising Standards Authority become more like cuddly labradors.  Just remember, they have teeth too.