By JOHN TYLEE, campaignlive.co.uk, Friday, 25 June 1999 12:00AM
Watchdogs in Europe and the US are to step up co-operation in an
effort to police internet advertising more effectively.
The aim is to boost the flow of information between the two continents
in order to identify and pursue rogue web advertisers, irrespective of
which side of the Atlantic they are based on.
Although the move is expected to have more impact in the US, where most
major internet advertisers are headquartered, regulatory authorities in
the US and Europe have agreed to act for each other in the investigation
The increased co-operation follows talks in the US between Caroline
Crawford, representing the European Advertising Standards Alliance, and
executives of the Federal Trade Commission.
Crawford also met representatives of the National Advertising Division
of the Better Business Bureau, which manages the self-regulatory system
in the US.
The need for better liaison with the US has been obvious since last
month’s EASA meeting in Vienna, at which rules were drawn up to prevent
members duplicating their efforts by having online transgressors pursued
by more than one member country.
Crawford, the communications director of the Advertising Standards
Authority, said: ’The links with the US will begin informally because
their self-regulatory system is less well resourced than ours. But if we
get complaints about US-based internet advertisers, we will be asking
the Better Business Bureau to take action.’
The US initiative is part of a concerted effort by EASA to bring about a
much greater degree of co-operation between self-regulatory bodies
across the world.
EASA includes all of the EU member states as well as other Scandinavian
and several former Eastern Bloc countries.
The organisation is also building links with Russia and South Africa and
is working with self-regulatory authorities in New Zealand to establish
relationships with other countries in the Asia Pacific region.
This article was first published on campaignlive.co.uk