Viral advertising could be regulated by ASA

[Tags: interactivepr, pr]. New Media Age (June 9 2005 issue, p7) reports that the Advertising Standards Authority is "to consider extending its advertising code to viral advertising":

"NMA understands that the ASA's non-broadcast Committee on Advertising Practice (CAP) has already agreed to discuss the issue at its next meeting in September. If CAP extends its remit into viral, advertisers could become liable to complaints and censure when using these techniques."

You can find out how the ASA currently "controls" ads in new media here.