Businesses need to keep Track of Trends if their Marketing in Social Media is to be Acceptable and Effective 

Social media marketing activity is to be monitored by the Advertising Standards Authority (ASA), under plans to better protect younger online users.  The policing will mirror that which is currently imposed on press, TV, radio and print campaigns to ensure its authority is more far-reaching.

Some aspects of social media marketing are already governed by the body, including banners and display ads, although the remit of the ASA is far from comprehensive.

"This landmark move for advertising self-regulation seeks to address societal concerns and will increase protection for consumers and children," the Advertising Association stated.  It noted that if the recommendations are taken on board, then marketing activity on certain sites will then be regulated by the Committee of Advertising Practice Code.

"Nearly two thirds of the complaints that we receive about online marketing activity are not presently covered by the code," the ASA confirmed.

Specific guidance is in place in relation to advertisements targeted at children, which must be followed by all practitioners.

Although the plans are not yet fully in motion, industry experts are confident they will be passed quickly and in place by the third quarter of 2010.