Under the title of ‘ Intermediary and Platform Principles’, the pilot will explore formalising and bringing more accountability and transparency to the role that these companies play in helping to uphold the UK’s world-leading system of advertising regulation. The initiative is the result of collaboration between the ASA - the UK’s independent advertising regulator - and members of IAB UK including Adform, Amazon Ads, Google, Index Exchange, Meta, TikTok, Twitter and Yahoo . It will pilot a set...