IAB U.K. Aims to Spearhead Online Ad Industry Self-Regulation

The IAB U.K. is looking to take the lead on matters of online ad industry self-regulation, according to its head of regulatory affairs, Nick Stringer. The group signalled interest in developing best practices for behavioral targeting, mobile advertising, and advertising to children.

As the industry comes under increased scrutiny, particularly in relation to areas such as behavioral targeting, regulators both in Europe and the U.S. have stressed the need for closer monitoring of the medium.

Speaking with ClickZ News this week, Stringer, who was appointed to the IAB U.K.’s first regulatory position in April, said the industry needs to react positively to the attention it is currently receiving, and believes the IAB is ideally positioned to head up self-regulatory efforts. “Online advertising needs to grow up as a sector; we shouldn’t shy away from these industry challenges. We need to understand them, and we need to address them,” he said.

The U.K. government and the European Commission have both recently expressed concerns over behavioural targeting practices from the likes of Phorm and NebuAd, questioning the legality and privacy implications of the technology.

Speaking at an IAB event in London earlier this month, however, Andy Burnham, the U.K. secretary of state for culture, media and sport, said he was in favor of online ad industry self-regulation. Stringer agrees, and places emphasis on the role the IAB can play in helping educate government and policy makers on the intricacies of the online world, through events such as regulatory forums and events.

In relation to targeted advertising specifically, the IAB U.K. is currently working towards two main objectives. First, a working group which includes representatives from firms including Google, Revenue Science, and Phorm, is compiling a set of good practice principles which will “complement and supplement the law,” according to Stringer.

Second, it is working to develop a consumer-facing information portal, aimed at educating consumers on exactly how and why their information is being used, and providing details on how they can opt-out of such practices. “The industry needs to correct some of the negative attitudes around it,” said Stringer. “These good practice principles will have to help protect the commercial interests of the companies involved, but will firstly need to protect consumers,” he added.

Other priorities for the IAB include working towards a self-regulatory framework for ad content, and addressing the ever-sensitive area of marketing to children.

Going forward, Stringer also said he would look to “get ahead of the curve” on mobile-related regulation, stating, “There are bound to be unique issues for mobile related advertising, and the IAB needs to be ready to address those.”