ASA concludes year-long IPP Pilot

Launched in June 2022, the Pilot was based on six  ‘Intermediary and Platform Principles’ and saw IAB UK members work with the ASA to raise advertisers’ awareness of the rules that apply to their ads online and help the ASA to secure compliance in cases when an advertiser appears unwilling or is unable to comply with the rules. Participating companies were: Adform, Amazon Ads, Google, Index Exchange, Magnite, Meta, Snap Inc., TikTok, Twitter and Yahoo.

Under the Pilot arrangements, participating companies agreed to volunteer information to the ASA to demonstrate how they operated in accordance with the Principles, with an understanding that different companies would be able to fulfil the Principles in differing ways.

The ASA published an interim report in December 2022 - covering the initial four-month period of the pilot between 1 June to 30 September 2022 - which provided opening observations on how participating companies had, to date, implemented the principles. Information in the report is anonymous and aggregated. A final report will be published in autumn 2023, reflecting on the full twelve months of the Pilot.

The information gathered as part of the pilot will provide valuable evidence to help the ASA, the industry and other stakeholders to collectively consider whether and where gaps exist in the ASA’s ability to enforce the CAP Code online, and how this can effectively be addressed. 

The ASA, IAB UK and participating companies remain committed to upholding and supporting the IPP Principles. As part of its commitment to transparency and accountability, the ASA and the IAB UK encourage feedback about any aspect of the Pilot with a pledge to respond, as appropriate, on significant comments received.