Search engine marketing places a lot of responsibility on advertisers, raising issues that can affect your campaign. These include trademark use and copyright, user privacy, invalid clicks and the intellectual property of the campaign such as traffic data and keyword lists.

All of these issues are, to varying degrees, bound by UK law. As an advertiser you need to be aware of all of the issues and the best practice involved in each area to prevent and deal with potential problems.

The IAB’s Search Marketing Help Centre explains each area and offers advice for advertisers to ensure campaigns meet best practice. Select one of the topics below to read more:

• Trademarks
• Copyright
• Privacy for search
• Invalid clicks
• Intellectual property

This resource was produced by the IAB Search Marketing Council consisting of leading agencies, the top UK search engines and advertisers.

About search marketing

Search marketing is a range of techniques used to increase the visibility of a website and brand within search engine results pages. This takes the form of both pay per click (PPC) search adverts and positioning in natural search using search engine optimisation (SEO) of campaigns and websites.

The UK search industry is now a significant advertising medium in its own right, worth over £1.6 billion in 2007. Growth has been fast and the medium continues to grow rapidly in size and importance. This increased importance has brought increased responsibility for marketers.

This resource, produced by the IAB Search Council , contains best practice information for all basic and advanced search marketing techniques. Explanations of the key similarities between search engine policies are also included for trademarks, copyright, privacy, invalid clicks and intellectual property in campaigns.

About the IAB Search Council

The IAB Search Council projects are led, created and entirely dependant on the company representatives sitting on the Council panel. The IAB Search Council has representation from leading agencies, the top UK search engines and advertisers (the list of companies can be found our IAB Search Council page).

IAB Search Council mission statement:

• To inspire and generate growth in search marketing through research, best practice and educating marketers and agencies.

Search marketing definition:

• A range of techniques used to increase the visibility of a website and brand within search engine results pages.