The Committee of Advertising Practice has set up a new self-regulation system for internet advertisers.

The new scheme, branded admark, is jointly sanctioned by the Advertising Standards Authority and the Internet Advertising Bureau. Founder users displaying the admark logo on their websites include the Royal Mail, 24/7 and Engage.

Display of the admark logo in online ads signifies a company’s commitment to web advertising that is “legal, decent, honest and truthful”.

Although the scheme does not involve any pre-vetting, it covers all paid-for ads, sales promotions and marketing emails. Members must promise to remove anything held to breach the British Codes of Advertising and Sales Promotion.

The handling of complaints against web advertisers will remain in the hands of the ASA.

News Source: CampaignLive (UK)