IAB to police online ads using ASA code

Online advertisers face even stricter control over the content of their messages after the Internet Advertising Bureau officially signed up to codes of practice policed by the Advertising Standards Authority.

Online advertisers face even stricter control over the content of

their messages after the Internet Advertising Bureau officially signed

up to codes of practice policed by the Advertising Standards

Authority.



The IAB’s members place more than 90 per cent of advertising on the web

and range from online sales houses to media owners, such as Lycos and

AOL.



Although the ASA has monitored online ads since 1996, the agreement will

enable the watchdog to put pressure on the IAB to admonish members that

step out of line.



The IAB has agreed to observe regulations laid down by the Committee of

Advertising Practice, the body that writes the rules supervised by the

ASA.



CAP chairman Andrew Brown commented: ’To have the IAB and its members

within the self-regulatory framework is good news for the industry and a

major step forward for online consumer protection.’



He said the knowledge that online ads fall under the same rules as

print, posters and sales promotions would help consumers ’develop trust

and confidence in what is still a relatively new medium’.



Brown added that if the ASA did uphold a complaint against an online ad,

the IAB would be best placed to ensure that it was amended or

withdrawn.



IAB chairman Danny Meadows-Klue said giving consumers confidence in

advertisements on the web would help unlock the potential of the

e-commerce and interactive media markets.



Unlike print and poster advertisers, which pay a 0.1 per cent levy, web

advertisers are not being asked to help fund advertising regulation.



However, this is likely to change as the sector grows and the ASA is

forced to devote more time to monitoring web ads.



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