by Mike Masnick
Thu, Aug 7th 2008 3:54am
Over in the UK, it appears that the Advertising Standards Authority (ASA) has decided that putting the number of hits your website gets into an ad is somehow deceptive advertising. Now, most techies recognize that "hits" are widely discredited as a measure of visitors. But they're not deceptive in and of themselves. They're accurate in showing exactly what they claim: hits, which includes any connection to a server (i.e., every image on a page counts as a separate hit, so a single website could have many, many hits). The fact that some people don't recognize the difference between a hit and a unique user doesn't necessarily mean that a "hit" is deceptive. If the company were saying that 5 million hits equaled 5 million users -- then you could sorta see how their might be an argument concerning deceptive advertising, but just using hits doesn't seem deceptive at all.
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