Groundbreaking Government Strategy Set to Revolutionize Online Safety and Combat Illegal Ads

The industry has welcomed the government's new plans to crack down on illegal and harmful online advertising through the Online Advertising Programme launched today (25 July).

Under the new rules, more responsibility will be placed on the advertising supply chain, from publishers to adtech platforms, to combat illegal and fraudulent ads. As part of the programme, the government is urging social media platforms, websites, and advertising display networks like Google Ads and Amazon Ads to take stronger measures in order to protect under-18s from exposure to alcohol and gambling ads.

In order to address fake celebrity scams and pop-up malware from hackers, the government plans to implement both legislative and non-legislative measures, alongside the Online Safety Bill. Mark Lund, the former president of McCann UK and Europe, will lead a taskforce that will be established as part of these efforts.

The government's response to the Online Advertising Programme consultation has been welcomed by ISBA, the representative body for UK advertisers. Phil Smith, director general at ISBA, emphasizes the importance of building a trusted advertising environment and a regulatory system that can adapt to new challenges and prevent harm. Ministers are correct in recognizing the crucial role of alignment of interests and transparency in the advertising supply chain.

Phil Smith from ISBA acknowledges that ministers are correct in recognizing the importance of aligning interests and ensuring transparency in the advertising supply chain. Over the past few years, ISBA has actively endeavored to shed light on this supply chain.

One instance of our renowned research relates to programmatic advertising and the development of data-sharing protocols by a taskforce we assembled to instigate change. Such industry leadership has been instrumental in problem identification and solution finding. We anticipate embracing this approach further as we participate in the new DCMS taskforce. The effective implementation of current laws and forthcoming legislation will be of utmost importance in addressing harm, states Smith. "We will thoroughly examine any legislative proposals introduced by the government in pursuit of this objective."

The Advertising Association (AA) is also appreciative of the new measures being implemented. Konrad Shek, the director of policy research at the AA, expresses satisfaction with the government's intention to adopt a targeted strategy through the Online Advertising Programme. The focus will be on addressing illegal advertising, particularly concerning children. Shek further mentions the AA's anticipation of thoroughly examining the response and providing assistance to the recently established taskforce. Decisions regarding modifications to current advertising regulations should be informed by the most reliable evidence.

Jon Mew, CEO of the Internet Advertising Bureau, appreciates the government's acknowledgment of the importance of industry-led regulation in safeguarding consumers and businesses. However, he expresses apprehension about the government's hasty pursuit of legislation without thoroughly considering alternative regulatory measures. Mew emphasizes the need for proposed regulations to be balanced and supported by sufficient justification in terms of their nature, scale, and scope. Additionally, he urges the government to intensify its enforcement of existing laws against illegal actors.