Online advertising and adtech

This subtopic deals with digital, online and social media advertising.

Digital advertising channels

Digital, online and social media advertising (collectively referred to as ‘digital advertising’ in this overview) encompasses a diverse and constantly-growing array of different channels for delivering advertising and marketing materials, including:

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website advertising (banners and tile ads)
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search engine optimisation (SEO) and paid search (sponsored listings)
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social media advertising
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email advertising
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mobile advertising
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in-game advertising
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immersive advertising
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affiliate marketing
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content and native advertising, and
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digital out-of-home (DOOH) advertising

Each channel has unique advantages and disadvantages in terms of managing legal risks. Digital technology can often work in favour of legal compliance by allowing greater control of advertising activity than traditional media. On the other hand, it is a fast-paced area with technological developments often pushing the boundaries of legislation.

Digital advertising in the UK is regulated by a combination of legislation and self-regulatory codes.

The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) governs all forms of non-broadcast advertising, including all online marketing communications (regardless of whether they are

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