ASA enlists Periscopix for search campaign

Periscopix has implemented a Paid Search campaign for advertising industry regulator the Advertising Standards Authority (ASA).

The campaign is a first for the regulator as it looks to raise its profile among consumers to build awareness of advertising guidelines, as well as help raise awareness of advertising codes for businesses in the UK, and where they can go for advice on compliance.

The ASA regulates the content of advertisements, sales promotions and direct marketing in the UK.

It ensures standards are kept high by applying advertising standards codes, protecting consumers and creating a level playing field for advertisers.

With up to 90% of complaints coming to the ASA via its online complaints form, it knew that the digital environment was key for any awareness campaign and as a regulator of PPC, it also seemed an appropriate medium to reach its industry audience.

Claire Forbes, Director of Communications at the ASA, said: "Periscopix bring a flexible, experienced approach to Paid Search.

"We like the fact that they are a dedicated PPC agency and that they have some solid experience running similar types of campaigns.

"Being a regulator, this is quite an unusual project, however, we felt that Periscopix could provide us with the type of support and expertise we need to make it a success." She added: "We have high Google search ratings on some search terms, but because the range of issues we cover is as broad as the advertising sector itself, we want to ensure that people searching for more information on some of the latest topics in advertising, for example adverts targeted at children, or gambling, have access to information that outlines the rules within these areas.

"We see PPC as a good way of communicating and providing reassurance to consumers who may have concerns about advertising but not wanting to make a significant complaint".

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