ITC Censures Citroen For Scary Ad

Only 1% of internet banner and pop-up ads fell short of the Advertising Standards Authority’s (ASA) codes of practise last year, according to new research from the watchdog.

The ASA’s Internet Banner And Pop Up Advertisement Survey 2002, researched over 600 banner and pop up ads in paid-for space over a six month period. It shows that only one banner ad, for a car, breached the guidelines.

The survey also found that the majority of banner and pop up ads tend to contain simple messages and basic information, in contrast to the detailed and often unsubstantiated claims made in more traditional forms of advertising.

Danny Meadows-Klue, chief executive of the Internet Advertising Bureau, commented: “This survey reflects positively on our industry’s commitment to self-regulation. Whilst we are confident that this will give the industry the confidence to accelerate the market faster we cannot afford to rest on our laurels. In order for the high standards to continue into the future, we must carry on complying with the industry’s own code.”

However, 37 of the ads surveyed were deemed to contain “questionable” elements by researchers, such as appearing on unrelated websites or misquoting prices. The majority of these ads related to betting and gambling channels and appeared on sites that could appeal to under 18s.

Earlier this month the IAB launched a consultation process to seek industry approval for a range of larger ad formats (see IAB Launches Consultation Drive For Bigger Ads) in order to make the market more appealing to advertisers.

ASA: 020 7580 5555 www.asa.org.uk

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