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IAB releases new ad guidelines

Internet ad industry standards body the Internet Advertising Bureau (IAB) has launched the first stage in its campaign aimed at establishing standard practices for the online industry.

The new terms and conditions guidelines bring the IAB together with the Institute of Practitioners in Advertising (IPA) and the incorporated Society of British Advertisers (ISBA) to create a single framework for internet companies when selling ad space.

The guidelines, which are voluntary, cover every aspect of interactive media buying, from accepting bookings to delivery of copy,

IAB chairman and chief executive Danny Meadows-Klue told Netimperative the guidelines were a step in the right direction towards implementing industry-wide agreed standards.

"It's certainly a big move forward," he said. "It's taken a year of work and for the IAB has involved dozens of companies. What we have tried to do is to create something of a landmark - it's a framework that companies can use to trade media in the online industry.

"Clearly the online industry is relatively young and it is still in a phase of setting up standards and structures that media planners can use which are similar to TV and radio, which of course have been around for a lot longer. This is all part of that process."

The framework, he said, would be important in bringing companies together and encouraging transparency between them - vital in generating new revenues in a beleaguered sector.

"What we have got is a key agreement between trade bodies and their members, something we can work towards to develop standards since the early part of the year we have been releasing new standards every three weeks or so and that kind of pace is what we hope to maintain."


Iain Hepburn, Netimperative.com. October 11, 2001

Copyright © 2001 Net Imperative. All rights reserved.