Online Piracy – The Advertising Industry Fights to Protect Consumers

February 10, 2015

With the strong support of the Association of National Advertisers, the Trustworthy Accountability Group (TAG) announced this morning the advertising industry’s newest campaign initiative, the Brand Integrity Program Against Piracy. With a focus on protecting consumers and advertisers alike from “dangerous deficiencies in the digital communications supply chain,” TAG is a collaboration between the Association of National Advertisers (ANA), the American Association of Advertising Agencies (4A’s), and the Interactive Advertising Bureau (IAB).  

The Brand Integrity Program Against Piracy relays the immense importance to the advertising industry of protecting both advertisers and consumers from pirates and others who are seeking to take advantage of the growth of the internet. The new program against piracy, and the initiatives advanced by TAG in general, show that advertisers are fighting back against critical concerns like ad-supported piracy, digital advertising fraud and malware.

Through the Brand Integrity Program Against Piracy, TAG has worked with other marketing and advertising trade associations, advertising technology trades, representatives from the recording and media industries, and a consumer protection coalition, to establish a strong network of advocates for the protection of consumers and advertisers alike. Within the first phase of this initiative, TAG will work with independent third-party validators, including Ernst & Young and Stroz Friedberg, to certify advertising technology companies as DAAPs – Digital Advertising Assurance Providers. This will help to enforce standards and provide tools that can limit a company’s exposure to undesirable websites.

This program is just one example of the ways in which the ANA and others in the ad community are working to ensure the safety of consumers and advertisers. We strongly believe that U.S. advertisers should be confident that their ads are not unintentionally providing financial support to, or otherwise legitimizing, "rogue" internet sites whose primary and apparent purpose is to steal or facilitate theft of the intellectual property of America’s innovators and creators. U.S. advertisers must also have confidence that their corporate brands and images are not being harmed by association with such unlawful activity. We will continue to work hard to protect such a valuable internet environment, and the safe access of information by consumers nationwide.

ANA has been working on this issue for several years. In 2012, ANA issued a best practices white paper along with the 4A’s.

To learn more about TAG and this initiative, click here.   

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