The ASA has published a press release welcoming the news that Google has joined the European Advertising Standards Alliance (EASA). Google is the first corporate member of the Alliance and partner of the advertising self-regulatory (SR) network.

EASA, of which the ASA is a founding member, is the umbrella body that coordinates and brings together the work of 28 Self-Regulatory Organisations in 26 European countries and 13 advertising industry organisations who, collectively, ensure advertising is responsible across media. As part of its membership, Google will pay EASA a membership fee as well as contributing to the funding of the self-regulatory organisations, including the ASA.

The ASA says that it already works closely with Google and other digital platforms. Harnessing innovative technology and monitoring tools as part of its online strategy, “More Impact Online”, and partnership working, have enabled the ASA to act at scale and speed in identifying and tackling problem online ads. Google’s membership will further help EASA’s network ensure best practice and common high standards in advertising self-regulation, especially around online advertising, as well as the use of technologies to bolster enforcement action.

With the regulation of online advertising, including paid ads, website claims and influencer ads, now representing around 60% of the ASA’s work, the regulator says that it is crucial that operators in the digital ecosystem continue to support and play their part in maintaining advertising standards. It is EASA’s ambition that other digital platforms will follow Google in becoming members of the Alliance and of its network. To read the ASA’s press release in full, click here.