The Gold Standard

The Gold Standard is open to all IAB UK members who buy and sell digital media and has been improving the digital advertising experience, reducing ad fraud, and increasing brand safety since it launched in 2017

Aims of the Gold Standard

Reduce ad fraud

By implementing or demonstrating support for IAB Tech Lab's ads.txt initiative.

Increase brand safety

By becoming certified for the JICWEBS DTSG Brand Safety Principles.

Improve the experience

By adhering to The Coalition for Better Ads advertising standards.


How does it work?

You can register your company in less than two minutes, then we’ll contact you to take some further details and confirm the eligibility of your company. Find out what else is required below.


Certified and Registered

Almost 100 companies have become Gold Standard certified, and a dozen more have registered their interest in doing so. You can see all of those certified and registered below, organised by company type.

How to get involved?


Your role as an advertiser

Advertisers play a crucial role in improving the digital ad standards. Advertisers can publicly declare their support for the Gold Standard and its certified companies. Find out more below.


Your role as an employee

Become an expert on the Gold Standard and the challenges it’s addressing by completing the e-Learning exercise and sharing with your team.


Your role as a policy-maker

The Gold Standard plays an essential role in industry self regulation, see what else the industry is doing to self-regulate below.

Register now

Becoming Gold Standard certified couldn't be easier, just fill out this short online form and we'll be in touch to talk about your commitment to brand safety, reducing ad fraud, and improving the user experience.

Spreading the Gold


Gold Standard in Parliament

The Gold Standard initiative was praised in parliament by two peers. You can watch their speeches in full below. 


Gold Standard 2.0

Version 2.0 is set to launch later in the year with a renewed certification criteria and an independent audit process.


The Future is Gold

Jon Mew, CEO at IAB UK on milestone birthday's, increased responsibility and tackling ad fraud.


Gold Standard in Marketing Week

Tesco and McDonald’s are the first brands to commit to The Gold Standard to clean up digital advertising

Hear from our members

Bethan Crocket, GroupM

"The Gold Standard pulls together industry standards and is a must-have for everyone operating in digital advertising"

Alexander Deats, Media iQ

"The core pillars that underpin the initiative are consistent with Media IQ's on-going commitment"

Matthew Newcomb, Inskin Media

"The IAB's Gold Standard is a critical initiative to encourage transparency and reassures advertisers"

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.