Agencies react to violent web ads

by Andrew McCormick, Media Week 03-Jul-07

Media agencies are threatening digital ad networks with legal action after high-profile advertisers, such as eBay, had their ads placed on sites that host violent content.

One site, PSfights.com, hosts videos of men beating women.

Nigel Gwilliam, head of digital at the Institute of Practitioners in
Advertising, told Media Week that at least two of the IPA's members are

investigating the possibility of legal action against the networks

responsible.

The issue emerged after media agency executives were contacted by
investigators for a special edition of BBC show Panorama that will
highlight problems of cyber-bullying.

Gwilliam said: "Initial results of an investigation have found that in
certain cases the terms and conditions (in contracts) between agencies
and ad networks have been broken."

He said the IPA had issued an alert to all members asking them to be
extra vigilant about where their inventory appears.

"It's unclear whether these breaches of terms and conditions were
mistaken or intentional, but the fact that they have been breached is
not in doubt," said Gwilliam.

"What the industry needs to do now is make sure self-regulation is
robust. The IPA is in dialogue with ISBA and the IAB about the
issue."

Meanwhile, IASH - the trade body for online ad networks - denied that
its members have been involved in recent allegations, but has warned
member networks to tighten up their procedures.

Any networks found to breach IASH's code of conduct will face suspension
and possible expulsion.