It came from Mike Hughes, the ISBA director general, as he opened the organisation’s annual conference in London today.
Hughes said it was time for internet advertisers to step up to the plate and to take on the responsibility of a major player in UK advertising.
This was particularly important at a time when the banking industry had so besmirched the self-regulation system and there was no need to give its critics further ammunition, he added.
His call was endorsed by Richard Eyre, the chairman of the Internet Advertising Bureau. He warned that Andy Burnham, the culture, media and sport secretary, was ready to slap statutory regulation on the internet.
We must act, he said. We must address public concerns even if it costs us money because the long-term cost would be greater.
Check back later for more updates on the conference, which will include speeches from Lord Stephen Carter and Moray MacLennan.