Under the proposal, the ASA will regulate VOD advertising to ensure that there are no surreptitious or subliminal techniques being used.
The ASA will also be in charge of ensuring that online ads do not prejudice respect for "human dignity, or include or promote discrimination based on sex, racial or ethnic origin, religion or belief, disability, age or sexual orientation."
The additional workload for the ASA is not likely to be a huge burden however, as most VOD ads are simply TV ads repurposed for online.
The ASA has ruled on complaints concerning paid-for online ads in the recent past, but the new proposal extends the arrangement to video ads.
Ofcom said: "Day to day regulation would be in the hands of the ASA who would be responsible for investigating complaints about VOD advertising."
The ASA will also be expected to refer repeated or serious matters to Ofcom, replicating the arrangements that apply to broadcast advertising. Stakeholders now have until October 26 to provide feedback on Ofcom's proposals before they come into force on 19 December.
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