The Advertising Association (AA) is planning to introduce a new set of rules to control digital marketing in the UK.

The new regulation would bring all online marketing under the same advertising code that, for example, press and poster ads obey.

According to the Marketing Magazine, figures from the Advertising Standards Authority (ASA) show that nearly two-thirds of the complaints received in 2009 didn’t fall under the existing regulations, sparking concerns of insufficient monitoring.

While the ASA is currently controlling all paid-for digital advertising, companies’ own websites as well as their social media ventures have not been policed.

But this move would extend the reach of the regulation to cover social media, introducing tighter controls on how sites such as Facebook and Twitter are being used for marketing purposes.

Driven by the need to protect children, the new regulation is said to enjoy a strong industry consensus.

Rae Burdon, chief officer at the AA, said: “The industry has delivered a clear mandate that first and foremost will protect consumers and children [and] that will also protect editorial content.”

Sources: The Guardian, Brand Republic