Taffe, who replaces Esra Erkal-Paler who has joined pharmaceutical company AstraZeneca, will lead the ASA’s communications, marketing and public affairs team to promote advertising self-regulation.
Taffe joined the ASA in 2004 as policy and public affairs advisor and was later promoted to communications and policy manager.
The new hire comes as the ASA has expanded its regulations to bring non-paid for online marketing under its remit. Previously the ASA’s online remit and CAP’s non-broadcast codes covered only paid-for marketing communications, such as pop-up and banner ads, paid search and viral ads.
The watchdog has launched a business to business and consumer facing campaign this year to promote the change.
The self-regulatory system has come under scrutiny of late. Reg Bailey, chief executive of Christian charity Mothers’ Union was asked to review current codes on marketing to children by the Government in December.
Taffe says: “The ASA’s work cuts across a wide range of high profile and, often, sensitive issues and the communications department is at the forefront of the debate. Given that the ASA has just taken on a bigger online remit, it’s an exciting time to lead the team as we continue to communicate to business and consumers about our role keeping advertising legal, decent, honest and truthful.”