The Advertising Standards Authority (ASA) looks set to extend its remit to include communications on websites, and other non-paid-for space online, such as social networks.

The Advertising Association, which represents UK advertisers and the media, has asked the ASA to widen its remit in this way, saying the move would address societal concerns around protection online for consumers and children.

It is anticipated that the extended remit will come into force during the third quarter of 2010, once it is formally ratified by Committee of Advertising Practice and the ASA, and after appropriate consultation.

Currently, the ASA digital remit covers marketing communication activity in paid-for space, online – such as search marketing and display advertising.