IASH probe refers agencies back to ABCe

by Andrew McCormick, Media Week 23-Oct-07, 09:45

LONDON - IASH member eType has threatened to withdraw from the trade body following an internal audit of members.

The official ad network council of the Internet Advertising Bureau, which polices ad sales houses, commissioned the ABC Electronic audit after a spate of scandals where ads appeared next to violent content.

An IASH spokesman said that no sales house was found to have put advertisers at risk, but 24:7 Real Media and eType must undergo another audit before they can achieve full membership status.

The two companies and Mediarun, which did not submit information in time to be audited, are now being treated as applicant members, while the remaining 10 have become ABCe fully accredited members of IASH.

Rob Gay, managing director of eType, said: "EType will have an internal meeting to consider our position. There is a possibility of us leaving IASH."

24/7 Real Media UK managing director Ed Stevenson said that he has questioned IASH on "a couple of criteria within the audit process", but that the company "fully supports IASH".

Guy Phillipson, chief executive of the IAB, said: "It is pleasing that 10 companies have passed and that we now have a network of 10 accredited members.

"It is important to note that a referral is not a fail or a non-pass, but due to administrative or training issues."