http://www.bbc.co.uk/news/business-12435838

11 February 2011 Last updated at 18:57 ET

New powers to vet online adverts

By Brian Milligan Business reporter, BBC News

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People who use the internet are about to get a new opportunity to complain about company websites.

From 1 March, consumers are being invited to make official objections about indecent or misleading information on the internet.

They will be able to complain to the Advertising Standards Authority (ASA), which is taking on new powers to regulate commercial websites.

Up to now the ASA has only been able to monitor traditional advertising.

These were generally on billboards, in newspapers or on television.

From the start of March, the ASA will be able to police any statement on a company's website which could be interpreted as marketing, even if it is not a paid-for advert.

"The principle that ads have to be legal, decent, honest and truthful is now going to extend to companies claims on their own websites," said Matt Wilson, of the ASA.

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I understand that Ofcom has no intention of engaging with the Committee on Advertising Practice, which sets the rules enforced by the ASA, to discuss how the information revealed in its consultation could be applied to its existing regulation, ahead of new Ofcom/PhonePay Plus regulations, in place of the wholly unsuitable standards presently set for telephone call cost statements.

We can assume that the CAP is in line with PPP by accepting the "BT charge x per minute, but others may vary" nonsense. "May vary" is wholly inappropriate given that BT charges are artificially low as a result of regulation that prohibits the addition of an "access charge". The fact that BT imposes a call setup fee as part of the standard conditions for non-inclusive calls makes even this misleading statement implicitly false in itself.

A single example which relates to the rates applied to less than 25% of non-business telephone calls is hardly a valid basis for indicating a cost. It may be the best single example to give, but if it is seriously unrepresentative then some alternative must be found.

There may be a few "local rate" offenders who may get caught by this, but much more is needed.

In my view, the ASA would provide a more suitable way of regulating call cost statements from private sector users of 084 numbers, than mucking about with formal regulation and PPP. It should not be difficult to persuade the public sector to follow ASA guidance.