To call for an independent digital advertising regulatory body to protect consumers
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The British public needs to be protected by regulations surrounding our digital media.
As brands now turn their majority of marketing money to digital advertising (predominantly programmatic & paid social), there needs to be accountability to ensure these ads adhere to regulations. With paid digital now providing more impressions than traditional TV, there needs to be the same level of scrutiny with digital ads, as there is TV- ideally this would be for all programmatic ads to be submitted to a regulatory body, such as clearcast, which would ensure that ads are true to the claims they state.
Consumers also need to be able to responsibly complain about their adverts which they believe are harming, misleading, offensive & irresponsible.
Such an organisation would also ensure that businesses are confident of their viewability targets, therefore reducing digital ad wastage.
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