Legislation has been passed this week that will mean advertising content on websites will face the same exacting rules and scrutiny as adverts in traditional media.
The Advertising Standards Authority (ASA) is extending its remit to the online realm, taking effect from 1 March 2011. The body will also have the authority to ban certain marketing statements from social media network including Facebook and Twitter.
The move comes after the body started receiving increasing numbers of complaints about internet advertising but not having any sort of power to act on the complaints.
A spokeswoman for the agency said it was a 'massive step.'
"Consumers don't differentiate between adverts on TV or online and this ensures that claims online will be subject to the same strict scrutiny of those in traditional media," she explained.
The new rules will apply to adverts and any statements on a website that are intended to sell products or services. It will specifically not extend to journalistic and editorial content related to causes and ideas. Direct requests for donations for fund-raising will, however, be under its jurisdiction.
The ASA will also be given new sanctions against online ads found to be in breach of its regulations. These will include the power to remove paid-for search advertising and the right to place its own advertisements highlighting an advertiser's non-compliance.
