ASA launches pilot to enhance transparency with IAB UK members

Posted on Wednesday 01 June 2022 | IAB UK

The Intermediary and Platform Principles pilot will extend the Advertising Standards Authority’s (ASA) role online and explore bringing more accountability and transparency to its regulation of paid online ads


Running for a year, the pilot is a result of collaboration with IAB UK members and revolves around a set of key principles, which establish broad objectives around awareness-raising, advertiser compliance and enforcement online. 

Participating companies - including Adform, Amazon Ads, Google, Index Exchange, Meta, Snap Inc., TikTok, Twitter and Yahoo - volunteer to provide information to the ASA to demonstrate how they operate in accordance with the principles. To support this, the ASA has published a guidance note that will also help to manage expectations on all sides about how the pilot should operate in practice, in line with better regulation principles.

The ASA intends to publish an interim and aggregated account of how the participating companies have given effect to the principles at the end of the year. It will highlight examples of best practice performance against the principles and identify areas for improvement for the second half of the pilot. The ASA will publish a final report in Q3 2023. 

The information gathered through the pilot should help the ASA, the industry and other stakeholders to collectively consider whether and where further action could be taken to enhance the ASA’s ability to enforce the CAP Code online that could be appropriately addressed by working with these and other online intermediary businesses.   

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IAB UK

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