Charities and social media

Charities must take care with not only advertising in paid for space and sales promotions but also on websites, other digital sites, applications and social networking sites. The remit of the Advertising Standards Authority (ASA) was extended in 2011 to cover statements organisations make on websites they control, including microsites and social media sites including Facebook and Twitter. This applies to advertising or marketing communications that consist of direct solicitations of donations as part of fundraising.

The general principles of the CAP Codes, published by the Committee for Advertising Practice that govern the advertising industry, therefore apply. This includes that advertising should be legal, decent, honest and truthful and should be prepared with a sense of responsibility to consumers and society. Care must therefore be taken that online marketing will not mislead or offend…

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