tackling advertising misplacement & piracy - iab uk
TRANSCRIPT
01/05/2023iabuk.net
Tackling Advertising Misplacement & Infringing Copyright
Nick Stringer – Director of Regulatory Affairs
Minimising Display Advertising Misplacement
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The Digital Advertising Landscape
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2005-2011: UK Internet Advertising Sales House (IASH)• IASH Code of Practice governed trading for advertising
networks.• Aim: Provide a clear understanding of the types of
inventory that could or could not be traded.• 26 businesses involved.• Participating businesses subject to an audit; compliant
companies awarded a trading seal.• Advertisers / agencies encouraged to work with
accredited businesses.
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Today: Digital Trading Standards Group (DTSG)• Structured to provide an industry wide solution
inclusive of all business models.• Aims to create a level playing field – everyone is
accountable.• Facilitates digital advertising trading.• Recognises the global level of involvement and scale.• Maintains principle of IASH – audit, trading seal etc.• Acts as a platform to tackle infringing copyright.
UK Good Practice Principles to Minimise Advertising Misplacement
• DTSG Principles build upon the IASH Code, aiming to inject greater transparency into UK digital display market.
• The Principles aim to give brands more control to ensure that their advertising reaches the right audience and is not associated with content that could jeopardize its brand.
• The Principles outline six commitments for those involved in the buying, selling or facilitating of digital display advertising aimed at doing this.
• For example: the selection or use of an independently-verified Content Verification (CV) tool and / or Appropriate / Inappropriate Schedule to significantly reduce the risk of display advertising misplacement.
38 advertising businesses currently participating
Tackling Infringing Copyright
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Background to UK approach: Police IP Crime Unit (PIPCU)
• IAB UK was approached by rights holder trade bodies regarding advertising placed alongside sites that they believe infringe copyright. IAB UK could not develop a blacklist.
• Key concerns:i. What is IP infringement & what does it look like?ii. How is IP infringement determined & by who?iii. How should the ad industry respond, given the complexities of
the market?
• The City of London Police agreed to take evidence from rights holders and to use different approaches to tackle the operational performance of these sites. Disrupting advertising revenue is just one of the approaches.
How the City of London Police deals with IP crime1. Evidence of infringement. Rights holders provide evidence packages for
each site submitted to the Police.
2. Determining infringement. Consistent criteria for what type of site constitutes a breach of copyright was developed based on (a) independent legal analysis, (b) clear understanding of other types of crime taking place, such as fraud or money laundering, (c) understanding how the sites operate based on third party analytics.
3. Soft tactics. Restorative justice through contacting site owners and requesting they resolve infringement.
4. Disruptive tactics. Removing payment enablers (ie credit card companies) and revenues (making a register of URLs – the Infringing Website List (IWL) - available to the ad industry).
5. Hard tactics. Working with law enforcement cross-border to take down sites, blocking domains etc.
Where are we today?
• The Infringing Website List (IWL) is a blacklist that the advertising industry can use to reduce brand advertising on IP infringing sites.
• Brands will request its use (in line with their DTSG trading agreements), making it a commercial rather than political decision, encouraging wide-market adoption.
• The Police have developed an online portal so that businesses have an up-to-date list of sites that infringe IP.
• Latest figures - published in August 2015 - demonstrate that since the introduction of the IWL there has been a 73 per cent reduction in the appearance of advertising from the UK’s top ad spending companies on copyright infringing websites.
• Since the UK Gambling Commission joined forces with PIPCU in 2015 to champion the IWL within their sector was a 36 per cent decrease in gambling ads appearing on IWL sites between March and June 2015.
