IPA welcomes House of Lords’ recommendations for UK advertising in a digital age

The IPA has welcomed recommendations contained within The House of Lords’ report into UK advertising in a digital age, to which it has contributed.

Says Paul Bainsfair, Director General, IPA:

This report provides an insightful, timely and important assessment of the state of play for advertising in the digital age, drawing attention to and making some significant recommendations on the key issues affecting our industry today, namely those of ad fraud, brand safety, trust and talent. Taking these in turn…

On ad fraud and brand safety

“We have been working tirelessly to help improve the safety of the online environment for brand advertising, including reducing ad fraud and increasing brand safety, through our cross-industry work with JICWEBS and through the IPA’s additional targeted efforts to encourage signatories to the DTSG principles. We therefore very much welcome the committee’s acknowledgement of this hard work and recommendation that the industry should take greater steps to self-regulate through independent bodies such as JICWEBS.”

On trust

“Improving ad fraud and brand safety are just some of the ways to create a more trustworthy environment for advertisers, and of course for the general public – something that the Committee is calling for. Through the AA’s Trust in Advertising Group, co-chaired by myself and ISBA’s Phil Smith, and with input from senior figures across our industry, we will be looking at all ways to ensure a fair and enjoyable space for all.”

On talent

“We are a people business – people from all walks of life and from all corners of the world: with our success dependent upon those who create the ideas, the creativity itself and ultimately our currency. To lose some of these people through Brexit would be incredibly detrimental to our business, so we are delighted that the Committee has recommended a range of employment options - from visas to reciprocal agreements, to immigration policies - that could work for our industry. Coupled with this, we welcome the myriad of recommendations for ensuring we are able to attract and retain the right talent for our industry, focusing on diversity, internships and apprenticeships.”

View the full ‘UK advertising in a digital age’ report.

Last updated 21 January 2022