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
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
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
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
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.