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BizReport : Advertising archives : October 01, 2015

New IAB guidelines to foster consumer trust in content marketing

To ensure more transparency among consumers around digital advertorials, and to help them distinguish advertorial from editorial, the Internet Advertising Bureau has released a new set of guidelines.

by Helen Leggatt

According to the Internet Advertising Bureau (IAB), content and native advertising spend, which includes paid for sponsorships, advertisement features and in-feed distribution, was worth £509 million in 2014, and accounted for nearly a quarter (22%) of display ad spend.

"As digital content marketing continues to develop, it is crucial that it adheres to tried and tested UK advertising self-regulation," says David Ellison, Marketing Services Manager at ISBA, a company that has worked closely with the IAB to produce the new guidelines.

The two key guidelines produced by the IAB, and which are supported by the ISBA, the Association for Online Publishers (AOP) and the Content Marketing Association (CMA) are:

- Visual cues, such as brand logos or names, must be prominently displayed to enable consumers to immediately understand that they are engaging with marketing content; and

- Content must be labelled using wording that makes it clear that a commercial arrangement is in place, e.g. "paid promotion" or "brought to you by".

The study also found that consumers engage with advertorial based on its relevance, any potential value they'll derive, clarity in who the author is, and whether they trust them - with trust diminishing if the authoring brand or publisher is unclear.

"The continued success of digital advertising relies on positive consumer relationships built on trust," says Tim Cain, the AOP's Managing Director. These guidelines demonstrate that advertisers and publishers take seriously their responsibility to provide transparency to their audiences."

Image via Shutterstock

Tags: advertising, content marketing, transparency

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