Digital display ad market unites to stamp out ad misplacement

Nick Stringer: the director of regulatory affairs at IAB
Nick Stringer: the director of regulatory affairs at IAB

All the representatives of the UK's digital display advertising market have joined forces to set up a good practice guide in an attempt to prevent ads being placed next to inappropriate content.

The Digital Trading Standards Group, which comprises the Association of Online Publishers (AOP), ISBA, the Institute of Practitioners in Advertising (IPA) and the Internet Advertising Bureau (IAB), hopes the initiative will inject greater transparency into the market.

The UK Good Practice Principles project comes after year of high profile ad misplacements, including Nationwide being embroiled in the #FBrape scandal and Save the Children leading an ad boycott of Ask.fm after the suicide of a 14-year-old girl.

Principles will include "wide use" of content verification tools and better scheduling of content to ensure advertising is less likely to be associated with inappropriate or illegal content that could jeopardise the brand.

Nick Stringer, the director of regulatory affairs at IAB, said: "The Good Practice Principles represent a major step forward for the whole industry to help minimise the risk of ad misplacement in a complex market.

"They will give marketers greater confidence to continue to invest in digital and the IAB encourages all relevant ad trading businesses to participate."

Under the principles businesses will have their ad misplacement policies verified by an independent third party, which will entitle them to a "seal of compliance" to prove their practices have been audited.

The principles are endorsed by the UK’s Joint Industry Committee for Web Standards and will replace the Internet Advertising Sales House (IASH) code of conduct.

The IPA’s and ISBA’s own principles that were published earlier this year will be superseded by the new principles. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer