‘Future of Online’ seminar looks at regulation

Most of the panel were in favour of self-regulation. Dominic Allon, industry leader, Agency at Google, said: “Regulation is a really important area. Google’s philosophy is that competition is the best way to protect the consumer and drive competition.

“In ’09 the Digital Media Group will put forward credible proposals allowing the industry to sustain self-regulation.”

Allon said that one of the crucial factors in the success of the internet has been the openness. “It falls upon the industry to put in place sensible self-regulation,” he added.

However, Nick Suckley, founding partner of agenda21, disagreed, saying that no more regulation is needed as long as current rules are applied.

“Self regulation of companies by companies is a sham. We have good regulation, we just need it to be applied,” he said.

Meanwhile, Brad Little, director of industry solutions at Nielsen Online, pointed out that the internet is not constrained by national borders. “[The internet] crosses borders so easily. It’s not as easy to regulate as other forms of media.”

He added: “Self regulation is maybe the place to start and then we go from there.”

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