Group pushes for code on digital advertising ethics
By Alexander Villafania
INQUIRER.net
First Posted 15:54:00 08/19/2008
Filed Under: mobile phones, Internet, Technology (general), Advertising
Click here for IMMAP Code of Ethics
MANILA, Philippines -- The Internet and Mobile Marketing Association of the Philippines (IMMAP ) has approved a code of ethics for digital advertising in the Philippines, which will cover all new forms of advertising from websites to mobile phones.
The code of ethics shall primarily serve as a guideline for web publishers, ad agencies, digital service providers and companies on proper conduct when doing campaigns.
One of the unique clauses in the code of ethics focuses on stopping spam on email and SMS wherein Internet and mobile advertisers are not allowed to distribute ad campaigns to individuals unless permission is granted.
IMMAP Ethics and Standards Committee Chairman Robert Oh said users must have the privilege to opt in or opt out of receiving ad campaigns.
"Users shouldn't be bothered by spam. They must also be given methods to unsubscribe as a recipient of ads," Oh said, adding that IMMAP's code of ethics is still similar to general guidelines by advertising organizations.
"We want to retain high ethical standards and not wait until someone complains against digital advertisement, which we see will continue to grow. It is also our way of self-regulation," Oh added.
IMMAP will also be signing in September a memorandum of agreement with the Ad Standards Council, which will serve as an adjudicator for complaints against digital ads.
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