#BackdontBlock campaign to support journalism launches

Posted on: Thursday 02 April 2020 | IAB UK

Led by the UK’s news brands, the campaign aims to change advertisers’ use of keyword blocking during the COVID-19 outbreak, as the industry predicts it will lose £50 million

The UK’s newspaper publishers, co-ordinated by trade body Newsworks and supported by industry bodies including IAB UK, have joined forces to call on advertisers to support quality journalism during the COVID-19 crisis.

With people turning to digital news brands to stay up-to-date with the fast evolving situation, demand for quality, accurate reporting is surging. However, advertisers’ use of keyword blocklists is preventing ads from being served alongside this content. 

As a result, Newsworks predicts that the industry will lose £50 million if the pandemic continues for another three months. The campaign was launched via an open letter in newspapers. Read it here

In January, IAB UK launched a Content Verification Guide, created in partnership with other trade bodies and content verification tool providers, to provide advertisers with practical advice on keyword blocking. Download it here.

Written by

IAB UK

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