IAB steps up its regulatory efforts with new position

by Andrew McCormick, Media Week 22-Jan-08

Online trade body the Internet Advertising Bureau has hired its first head of regulatory affairs - ex-Orange government and public policy manager Nick Stringer.

Stringer's appointment is part of an upcoming drive by the trade body to
deal with the numerous regulatory question marks surrounding the online
sector.

With Brussels and the UK Government increasingly turning the spotlight

on online regulation, the IAB is preparing a self-regulation framework

for the sector.

Stringer previously led Orange's UK public affairs efforts and advised
the company's senior management team on regulatory and legislative
issues. He joined Orange as public affairs executive in 2001, having
worked as a public affairs consultant.

In his new role, he will report to IAB chief executive Guy Phillipson,
who labelled the appointment "an essential hire for the IAB".

Phillipson said Stringer would work with media owners, regulators and
the Government to promote the importance of online advertising within
the self-regulatory system.

He will lobby for the freedom to advertise online, as well as being the
IAB's representative at the Advertising Association and liaising with
organisations including the Advertising Standards Authority, the
Committee of Advertising Practice and Ofcom.

While traditional media have been subject to stringent new regulations
regarding issues such as junk food advertising, the internet has often
been viewed by brands as a route to youth markets and a way around tough
legislation.

Last month, however, a range of companies including Burger King,
Coca-Cola, Mars, Nestle and Unilever signed the so-called EU Pledge that
will see them phase out advertising many of their products to under
12-year-olds by the end of 2008.

The agreement covers all media and some firms have started pulling
campaigns aimed at young people.

The pending Google takeover of DoubleClick is likely to intensify the
scrutiny of online advertising, as the search engine seeks to add
display advertising to its offering.

Stringer will also chair the IAB's new Regulatory Affairs Council.