Recruiters are being urged to get up to speed with the Committee of Advertising Practice (CAP) codes of regulations, ahead of the Advertising Standards Authority’s remit for regulating digital marketing extension from March next year.

Company websites will now have to comply with new rules on misleading adverts and social responsibility, as well as codes governing the protection of children.

The new regulations apply to communication “directly connected with the supply or transfer of goods, services, opportunities and gifts, or which consist of direct solicitations of donations as part of their own fundraising activities”.

ASA’s online remit and CAP’s codes have previously covered only paid-for marketing communications such as pop-up and banner ads, paid search and viral ads. ASA has given firms a six-month “period of grace” in which it aims to raise awareness and educate business.

Felix Wetzel, director of Jobsite.co.uk, told Recruiter: “Successful marketing campaigns should be integrated across all types of media so in this sense the change at the ASA shouldn’t make a huge difference to some recruiters. Those that have advertised on TV, radio, in print or outdoor have been subject to the ASA acting as a watchdog for consumers, so continuing those same messages online won’t pose any additional regulation to them.

“However, for those that haven’t advertised more widely it’s worth becoming familiar with how the ASA operate and making sure that any claims they make online can be clearly substantiated. It’s good to see that the change in remit doesn’t come into effect for six months to allow time for people to become familiar with what it means for them.”

Geoff Russell, director at the Institute of Practitioners in Advertising (IPA), told Recruiter that the ASA’s move recognises the dramatic increase in the importance of the internet both to advertisers and to the general public.

“It bridges a regulatory gap, which had previously meant that while the ASA could rule on banner ads and other conventional online advertising, it was unable to regulate marketing communications on companies’ own websites.

“For most advertisers - including recruitment specialists, whose websites are already ‘legal, decent, honest and truthful’ - the extension is not going to involve anything different to the way they advertise now. However, having said this, we should advise everyone to acquaint themselves with the CAP Code to avoid the risk of inadvertently producing something which does breach the rules.

“In addition, CAP is committed to helping stakeholders get up to speed on the implications of the extended remit and is encouraging all affected parties to sign up to CAP Services (at www.cap.org.uk <http://www.cap.org.uk> ) to be notified of training events which relate to marketing communications online.”