The Internet Advertising Bureau has added its support to a new body
that aims to protect consumers from misleading web advertising and
disreputable e-commerce operators.
Trust UK will introduce codes of practice covering areas such as honesty
in advertising and secure online trading systems.
Companies that comply with the code will be entitled to display a logo
on their web advertisements.
The IAB, chaired by the Electronic Telegraph’s Danny Meadows-Klue, has
backed the move. Barbara Newman, who chairs the IAB’s e-commerce working
group, said Trust UK would protect consumers and enable media owners to
ensure a high-quality service.
’Eventually the system will be self-regulating, as media owners will be
inclined to select accredited advertisers, while users can trust
e-commerce merchants that comply with the code,’ she said.
Trust UK has been created by the Government-backed internet arm of the
Consumers’ Association, along with a group of online concerns called the
Alliance for Electronic Business.
The Government says the creation of the body will alleviate consumers’
anxiety about online security and unsubstantiated claims from web