The advertising industry policy group is in the advanced stages of a cross-industry dialogue which could see an imminent shift from the current self-regulatory system with an announcement expected imminently.
Any move would lead to a significant increase in the ASA’s regulatory responsibilitie, adding the oversight of marketing communications to the banner, display and paid for search ads it currently regulates.
It is understood that the DMG will hand its recommendations to the Committee of Advertising Practice (CAP) in the next few months.
Giving evidence to a Health Committee of MPs today (July 2), ASA chief executive Guy Parker says a change may “happen shortly” following discussions with industry.
The DM will also present its proposals to the Advertising Association’s Council.