UK watchdog the Advertising Standards Authority (ASA) is extending its ad monitoring influence by signing a deal with Google. The search giant is agreeing to provide ?vital seed capital? for ASA’s digital media regulation system, which allows ASA to examine complaints about online ads, including search ads. ASA is not funded by the British government but by a levy on the ad industry. Until now search engines have been outside this levy and Google is reluctant to be sole collector of the levy for the search sector. Despite this, the deal is expected to strengthen ad self-regulation throughout the industry.
"If people have a complaint about a claim made on a website it's important that it is properly investigated. We support the ASA's aims of providing consumer protection and are happy to help get this up and running for the benefit of UK consumers and businesses," says Google UK managing director Matt Brittin.
Complaints about online ads have risen by 24.6% year-on-year to 3,571, according to a report by ASA last year.
StrategyEye's related categories: Search - Web, Regulatory Organisations - General Regulators
StrategyEye's related companies: Advertising Standards Authority, Google
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