CAP seeks views on proposed code for internet commerce

The UK advertising industry’s foremost rule-making body is asking agencies, consumer organisations and the Government to comment on proposals to develop a self-regulatory scheme for UK ads on the internet.

The UK advertising industry’s foremost rule-making body is asking

agencies, consumer organisations and the Government to comment on

proposals to develop a self-regulatory scheme for UK ads on the

internet.



The Committee of Advertising Practice is proposing the scheme, dubbed

’trustmark’, in a bid to develop a self-regulatory environment supported

by advertisers.



The idea would be to use a ’trustmark’ icon on ads as a sign of

credibility for advertisers and publishers. Its presence would make it

clear that both parties have agreed to comply with the British Codes of

Advertising and Sales Promotion, drawn up by CAP, and that, in the event

of any complaints, they will work with the Advertising Standards

Authority to help resolve them.



However, the proposals, which have been drawn up by a CAP standing group

of internet advertisers, agencies and publishers, do not oblige

participants in the scheme to use the icon. Caroline Crawford, CAP’s

director of communications and the chair of the standing group, said:

’Most people recognise that, with the internet in its infancy,

heavy-handed action would stifle it and not allow it to develop. That’s

why the trustmark icon will be optional.’



CAP hopes the development plans will be agreed as early as 25 November,

allowing the first phase to be ready by spring 1999. A discussion

document is available on the CAP website, located at www.cap.org.uk.



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