IAB lends weight to UK web consumer protection scheme

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.

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

advertisers.



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