Industry Comes Together To Simplify Web Contracts
A number of industry bodies have come together to develop new contracts to help simplify the agreements between advertisers and agencies when designing and maintaining websites.
The new model contract has been drawn up by ISBA, the IPA and New Media Knowledge, which represents web developers. It is intended to allow advertisers and their agencies develop sound commercial agreements cheaply, easily and quickly.
A number of leading UK advertisers and web agencies helped draft the terms of the contract, along with legal terms developed by Margaret Briffa and Paul Ranfle at Briffa, the specialist interactive and property rights lawyers.
Commenting on the model contract, ISBA’s director of membership services, Debbie Morrison, said: “A clear written contract should be the foundation of client-agency relationships in all areas of the marketing and advertising industry. This represents a landmark for the interactive media industries and will provide a starting point for the widespread use of sound commercial terms between advertisers and interactive media developers.”
Paul Randle, associate solicitor at Briffa, added: “As the interactive media industries begin to mature it is possible to set down industry standards to benefit all areas of the marketing and advertising industry – a process which we believe the Model Contract encourages.”
Last month the lack of an industry agreed standard for web-advertising technology prompted a number of leading online agencies to call on media owners to get their ad-serving software audited.
Real Media, Profero, Outrider, Media.Com and i-level came together to put their weight behind an initiative that will see third part ad-servers independently audited to industry agreed standards by ABC Electronic (see Online Agencies Call For Ad-Serving Software Audit).
ISBA: 020 7499 7502 www.isba.org.uk
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