Effectively addressing illegal advertising, such as scam ads, and increasing the protection of children requires a united approach and meaningful collaboration between industry bodies and the Government. It’s not something that any one of us can do alone. This is why the Online Advertising Taskforce has been created and it’s that shared focus that has informed the Action Plan released today, which sets out both to improve the evidence of in-scope harms and enhance existing initiatives to tackle them.
Together with our respective members, we – the Advertising Association, IAB UK, IPA and ISBA – are all working to improve the advertising landscape. However, the Action Plan is the first time that we are taking a coordinated approach to further establish and evolve these projects – such as the IAB Gold Standard, or ISBA’s Influencer Marketing Code of Conduct – and to make best practice a must-have, rather than a nice-to-have. The input and support of our members is essential to deliver this. In short, we all have a part to play. Positive progress here will also support our industry’s wider efforts to improve public trust in advertising, which we all have a vested interest in.
We urge all businesses across the supply chain to read the Action Plan and engage with us over the coming months to make the most of this opportunity to strengthen our network of industry-led regulation. In parallel, the Advertising Standards Authority has just launched its new 5-year strategy focused on preventing irresponsible ads and enforcement of existing advertising rules, including through mechanisms developed with platforms and intermediaries.
We will continue to work with government on the Online Advertising Programme as it develops legislative proposals for consultation. It is essential that decisions on potential regulatory interventions are informed by robust evidence about where and how harmful ads are appearing and that solutions are targeted and proportionate.
Stephen Woodford, Chief Executive, Advertising Association
Jon Mew, Chief Executive, IAB UK
Paul Bainsfair, Director General, IPA
Phil Smith, Director General, ISBA
