Search advertising concerns
Friday, 13, Jun 2008 01:16
Some adverts appearing through search marketing are not covered by the UK's Code of Advertising Practice, an expert has warned.
Kerry Neilson, director of legal and public affairs with the Periodical Publishers Association, recently remarked that some people would be surprised to hear that online advertising such as banners and pop-ups does fall under the jurisdiction of the code.
However, she cautioned that some adverts are appearing through media platforms which are not covered by the code, meaning some complaints cannot be investigated.
"The pressure is on from [non-governmental organisations] and government both here and in Brussels to think about how advertising self-regulation could apply to the online space," Ms Neilson stated.
Ofcom has previously stated that, because search engines are commercial entities, their priority is not necessarily providing consumers with trustworthy content.
It warned that although the web offers consumers "massive opportunities", there is a danger users may be unable to discover useful and reliable information.