Most internet ads follow the Committee of Advertising Practice (CAP) non-broadcast advertising code enforced by the Advertising Standards Authority (ASA).

This is the conclusion of a new ASA report, the Digital Media Survey 2008, showing that 97 per cent of the 551 online ads it looked at followed the rules in question.

Of the 16 internet marketing ads found to be in breach of the code, ten were from the health and beauty sector.

Ad forms that were found to have 100 per cent compliance with the CAP non-broadcast advertising code included viral marketing and mobile messaging.

Christopher Graham, director-general of the ASA, said the study suggested that using self-regulation in the online media sector "clearly works".

"The survey findings should go some way to dispelling the perception that digital is the ‘wild west’ of media," he stated.

Established in 1961, the ASA started to enforce the CAP non-broadcast advertising code in 2004.

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