Briefing Note: Podcast Advertising Regulation
Today the ASA published new research and guidance on how brands and publishers can make sure that ads read by podcast hosts and content creators are identifiable as ads to their audiences.
Podcast advertising regulation
● ASA issues new guidance on making ads clear in podcasts following research.
● Three-month grace period: The guidance will take effect on 16 August 2024.
● Read full guidance: Disclosure of host-read ads in podcasts
● Read research: Ad Labelling in Podcasts Research Report
Main areas of guidance
● Distinguishing terms: advertisers are now strongly advised to disclose advertising content using a clear, up-front signifying term.
● Jingles & sound effects: Use of a distinctive piece of music, a jingle or another sound effect before and after the ad break is encouraged.
● Keep ads short: “Keeping an ad relatively short and focused on the product or service being promoted and avoiding the conversation diverging onto other unrelated topics is also likely to aid recognition” runs the guidance.
Other guidance areas
● Provision is also made for video podcast format, accessibility and paid-for content in main editorial.
● The full guidance is available here: Disclosure of host-read ads in podcasts
Research by CAP
New research from the Committee of Advertising Practice (CAP) on ads in podcasts shows that:
● People want there to be clear labels to identify when they’re listening to an ad in a podcast - the terms 'paid-for-advertisement' and 'sponsored' are seen as the most effective. Phrases like “partnered with” or “friend of the show” can be confusing.
● In addition to a label, they want there to be signs like a musical jingle or change in tone of the host’s voice, and don’t like ads that they feel are too long.
● People have an intimate connection with podcasts, more so than with some other kinds of media. They tend to see podcasting as a cottage industry and have intrinsic trust in hosts.
● Respondents also want there to be more care when it comes to personal testimonials from hosts in ads, particularly for sensitive topics like mental health or finance.
Find out more about the research, and the latest guidance the ASA is giving podcasters: Ad Labelling in Podcasts Research Report
Information obtained through our IMTB membership.
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