UK's first search code of conduct published

by Andrew McCormick, Media Week 15-Aug-07, 11:25

LONDON - The drive to regulate the UK's search marketing industry is under way with the publication of the first set of best practice guidelines for the sector.

Trade body the Internet Advertising Bureau has based a best practice charter on four key planks, which will be added to before the end of the year. Companies operating in the search marketing arena have until the end of the year to conform to the criteria.

To qualify for the best practice scheme search marketing firms will be required to dedicate two employees to search marketing, having gained official search engine accreditation from Google or Microsoft.

The firm must have been trading for six months and should be a member of one of the trade bodies for the sector: IAB UK, IAB Europe, the Direct Marketing Association, the Search Engine Marketing Professionals Organisation or the Association of Business to Business Agencies.

The IAB consulted with the DMA in producing the guidelines. Companies that comply with the terms will qualify to use a best practice icon in all promotional material.

The joint effort is part of a drive to improve standards in the search marketing arena, which accounts for the majority of online ad spend.

Further developments are expected before the end of the year and the IAB plans to introduce two more sets of guidelines for affiliate marketers and trademarking in search engines.

Comments

Justin Hayward - 15/08/2007

I'm all for best practice in the search industry but I'm a bit disappointed with the criteria the IAB are setting for this: 2 GAP qualified employess trading for 6 months or more member of IAB/SEMPO etc Seriously, i don't know any agency that would fall short of this criteria, which makes the whole code of conduct a bit flaky to say the least! This also makes me a little concerned as to how difficult it will be to comply with the code....

Jack Wallington - 15/08/2007

Hi Justin, To address your concern: this is only the first step in launching and gaining recognition for the charter. The charter will be seeing continuous development with the next steps looking at 'SEMCo's working with affiliates' and 'trademarking'. On top of this, the existing section will also be developed in the future. The aim of setting an initial low bar is to allow as many companies as possible to adhere to the charter. Once it is established it will be in a better position to introduce new areas. Hopefully you will agree that this is a good step in the right direction and helps pave the way for increasing trust and promoting good practice in the search marketing industry. If you have any further questions or concerns please do contact me - jack@iabuk.net Jack