Is There Good Internet Advertising?

Demand-side platforms Provide a platform that allows advertisers and media agencies to buy advertising inventory from many sources. Intermediaries Businesses and/or services which connect buyers and sellers (e.g through programmatic trading), facilitate transactions, and leverage data to provide buyers with targeting options for online advertising. The current regulation of VSPs shares broadly similar objectives as the upcoming Online Safety legislation, with both regimes focusing on regulating systems and processes. It is therefore the intention of the government to repeal the VSP regime once the Online Safety framework is in force. This will leave a gap in relation to advertising in paid-for space online which is not covered by this regime.

Relevant records might include the number of bad ads and advertisers prevented from advertising, by category, and volume. Achieving better transparency and share of accountability across the system will require input from each of the actors in the supply chain . This will need to take into account the range of activities performed by different actors so that we achieve a coherent overall regulatory framework. The efficacy of the system as a whole will depend on the activities we ask different actors to undertake, combined with an appropriate level of oversight that effectively binds those organisations into the system.

When you work with us you’re with an agency that delivers results and is certified by the biggest search engine and social media platform in the world to do so. This strict approach responds to the reality that parents and guardians can’t be expected to look over their children’s shoulders checking what they’re seeing on their devices. And it sends a clear signal to businesses, ad agencies, platforms and networks that being irresponsible, or even just careless, has consequences. The approach taken by local authorities on the Council Advertising Network is clearly focused on the user.

This would involve appointing a statutory regulator to introduce measures designed to increase transparency and accountability across some or all actors in the ecosystem. This would empower the statutory regulator to either build on the existing codes in use or design new codes for the actors in scope, and where they would be responsible for regulating all aspects of the codes . Chapter 6 sets out these three options for levels of regulatory oversight which would dictate how prescriptive a regulator could be in holding different players to account. Once you have established a clear social media marketing strategy, you can start to consider advertising on social media platforms. Most social media sites now easily allow advertisers to utilise their reach and promote their products from within the platform. This might include a promoted tweet or post, a promotion of user-generated content or even an entire campaign that is released across multiple social channels.

But, in principle, we support the idea that consumers should have more control over the processing of their data. If any kind of DNT standard is to be successful we need real engagement from industry and especially from advertisers. We simply cannot have a situation where users ask explicitly not to be tracked and believe that is the case when in fact some websites and advertisers are ignoring that instruction. The OBA framework is a crucial part of our package of compliance but it is not the only part.

Whereas in broadcast advertising, licences can be revoked where there are serious breaches there are no equivalent sanctions for those that host harmful content online. The vast majority of TV and radio adverts are also pre-cleared before they are broadcast, whereas for online advertising the absence of a broadly equivalent body means that harmful adverts may be served before they have a chance of being rejected. In 2019, the Department for Digital, Culture, Media and Sport announced that it would consider how online advertising is regulated in the UK.

As the policy of body image develops we will also be working closely with the ASA to ensure we supplement its work in updating its advertising Codes. This Government will aim to support any appropriate interventions the ASA wishes to make, provided they are based on evidence and are proportionate to the problem at hand. The ASA and the self- and co-regulatory systems are necessarily independent from the government. The current advertising rules outlined in both the CAP and BCAP do not mandate diversity . The decision on who appears in ads rests with advertisers, who are starting to make changes in this area to build trust amongst their consumers; research shows that 38% of consumers said they would be more likely to trust a brand that shows diversity.

We want to ensure that the duties we are placing on parties within the supply chain are applicable across the board and do not unfairly disadvantage smaller firms who do not have the resource or capital. The guidance further mitigates the possibility of ads having a negative impact on body image and cautions that particular care should be taken if an ad is likely to appeal to young people. Ads which pressure the audience to conform to an idealised gender-stereotypical body shape or physical features are likely to breach the advertising rules.

We therefore ask that stakeholders provide evidence and argument for where and how they see harms being effectively addressed, but are also transparent and open in discussing where firmer measures could aid in combating some of the problems we have identified. We present this to invite views on the most appropriate approach to take in our review of the regulatory framework for online advertising and our consideration of any reforms. It would be particularly helpful to gain views on what level of regulatory oversight is likely required to bind the actors into the system, and what incentives respondents consider will be most successful in achieving engagement and compliance with the system. We are also mindful of competition concerns and creating a system that does not stifle innovation. With that in mind, we are keen to hear views about what will be proportionate for different actors, recognising that the operators in the online advertising ecosystem range in size and scale of operation. The ASA’s development of their Online Platforms and Network Standards may go some way to addressing this, by holding intermediaries and platforms responsible for their part in ensuring the CAP code for advertisers can be effectively overseen.