Online has come a long way since it surfaced some 10 years ago. What once could easily have been described as the ‘wild west’ - an expansive, free space unfettered by moral codes - is now a formidable communications channel, worth £2.8 billion and challenging TV to become the biggest marketing medium in the UK.

With the internet placed firmly on the agenda of advertisers worldwide, its ability to engage consumers and build brands has been proven time and time again, as we align ourselves with the more traditional media in terms of quality, reach and efficacy. The ‘young’ medium has now grown up. As such it requires stringent processes, rules and regulations to ensure that the practice of online advertising remains transparent, and the integrity of the medium is reinforced.

As the trade body for internet marketing, it is our role to be actively involved in the major legal and regulatory issues facing the UK market. In 2008, the IAB launched its Regulatory Affairs function in response to a growing need for education, to further promote the internet’s importance within the media, political and regulatory landscape, as well as to clarify the role of marketers in ensuring the industry remains robust and responsible.

We appreciate that, for many, this is a new area that requires a formal introduction and explanation in very simple terms. This document is designed to do just that.

• Downloads Available

• Guide to Online Advertising Regulations (1213k)
  This compact guide provides digestible facts about the online advertising regulations.

To request a published version of this document for yourselves or your clients, please email Nick at the IAB.