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.
