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Britain’s advertising regulator, the Advertising Standards Authority (ASA), will pilot an initiative that aims to bring more accountability and transparency around online advertising, working with members of IAB U.K. including Google, Amazon Ads, Twitter, Meta, Yahoo and TikTok.
Set to run from June for a 12-month period, the pilot is named “Intermediary and Platform Principles,” and it will outline a list of principles for those participating companies to raise awareness of with their advertisers.
Those principles include complying with the CAP Code, which outlines how adverts should communicate; assisting in the promotion of the ASA system to the public and advertisers; and minimizing children and young people’s exposure to adverts targeting age-restricted products such as alcohol.
There are six principles in total, including a focus on how advertisers should respond to ASA investigations.