The moratorium would apply to television programming simultaneously broadcast on mobile phones and the internet and would run for a year, starting this month. It will allow current ads to be run without additional charge to advertisers.
The move will give the industry the chance to develop measurement systems to calculate the additional exposure of advertising on other media and a proper evaluation of take up. At present, audiences for mobile and internet television are small, and the IPA hopes the moratorium will help sustain the running of commercials on these media.
"It is in everyone's interest that the new initiatives, such as simulcasting, are given the chance to grow. The planned moratorium will allow this, while providing the opportunity for research to ensure an accurate assessment of its value to all parties, now and going forward," Geoffrey Russell, the director for media affairs at the IPA, said.
Industry bodies such as ISBA, Equity, the Musicians Union, and the Music Publishers Association are supporting the initiative, as is the Department of Trade & Industry.
Third-party rights owners include the companies that own the licences to the soundtracks used in commercials and the actors and voiceover artists who provide their talents. As well as their initial fees, actors are paid royalties each time an ad they have appeared in is screened.