One of the real benefits of social media is that when a document is published such as the OFCOM Market Report last week or the Advertising Standards Authority’s (ASA) extension to include a digital remit published today, the combined might of bloggers and journalists are quick to review the document and share their thoughts.

Media and marketing experts have been quick to share their views on the ASA announcement published this morning.

Opinion is polarised: consumers need to be protected and advertising standards should apply to all media yet the ASA’s approach is heavy-handed and impinges on editorial engagement.

Brew Digital’s Chris Reed is in the former camp.

“It’s been some time coming, but looks sensible, workable and financially viable – and with the advertising/search networks on board, has teeth as well.[…] The extension of the ASA’s remit means that all commercial communications, irrespective of channel, need to be legal, decent, honest and truthful.”

Marketing Week’s Russell Parsons spotlights the overlap between advertising and editorial engagement in social media.

“An ASA spokeswoman admits there will be “teething problems” and some “grey areas”, for example what is editorial and what is marketing, but adds that objections will be dealt with on a case-by-case basis using a “principles-based” approach.”

Visit 33 Digital or the Drum for overviews of the ASA’s guidelines.