The Chartered Institute of Public Relations (CIPR) has issued a statement raising concerns about the plans of the Advertising Standards Authority (ASA) to regulate social networks and media which include a dialogue between user and company.

Ann Mellor, interim CEO of the CIPR has said that while the body recognises the importance of protecting the online public from ‘unscrupulous businesses and oraganisations’ it does hold concerns in regards to its planned extension of the remits for online.

 “The advertising industry is concerned with advertising messaging that is one-way.  Social networks involve dialogue and frequently ‘editorial’ content,” said Mellow.

“We believe that the ASA's remit does not extend to moderating the freedom of speech so closely associated with social media such as Twitter, Facebook and websites. Any definition of advertising should be scoped so as to avoid censoring the ability of citizens and consumers to enjoy the free online dialogue they have come to expect.”

She added that the body also had reservations about the changes being made to the Committee of Advertising Practice (CAP) Code and the way in which the remit extension has been planned.

“Any changes to the UK's current regulatory frameworks affecting how the public relations profession conducts its business should be developed through close consultation with the Chartered body of the public relations profession. Given the significance these proposed changes will have for public relations, marketing and social media professionals, the CIPR believes that the ASA should be working together with the CIPR to develop fair and workable regulations that work with and support broader, existing frameworks such as the CIPR Code of Conduct and social media guidelines.”

She concluded by revealing that the CIPR had approached the Internet Advertising Bureau (IAB) which is represented on the CAP in May and understood that the views of the PR industry would be heard.

"We are disappointed this action has been taken without our involvement,” Mellor said. “We are writing to the ASA regarding our concerns and advocating the need for closer working relationships on this issue.”

The ASA revealed its plans to begin to monitor online advertising which would include social networks, although questions as to how it plans to fulfill these duties and whether it will look to recruit extensively are already being asked within the industry.