ABC launches social video code certification to better regulate video branded content distribution
The Audit Bureau of Circulations (ABC) has released a social video code certification to help guide brands on how they should be delivering branded content on the video platform.
The new code builds upon rules set by the Digital Trading Standards Group’s (DTSG) ‘Good Practice Principles’ and looks to help deliver greater brand safety accountability across the rapidly growing video industry.
Businesses who sign up with ABC to verify their compliance with the JICWEBS agreed code of conduct around social video ad placement will receive the new certificate if they ensure that their branded content is not distributed into environments that are inappropriate for the brand in question.
This commitment will also see signatories refraining from the use of placements, links or images in inappropriate environments to drive users to the video player.
Jerry Wright, chief executive at ABC, said: “Many advertisers want to take advantage of the benefits of online advertising.
"The code of conduct for social video, underpinned by the industry-agreed ABC ‘stamp of trust’, will deliver transparency and greater confidence around this maturing platform for brand owners.”
Steve Chester, director of data and industry programmes at IAB, added: “Social video is a rapidly expanding opportunity for advertisers; offering an exciting, innovative and personalised way to engage with a brand’s consumers.
"Brand safety is of uppermost importance to advertisers and this new code, building on the good practice principles from the DTSG, helps make this new opportunity safer.”
The social video code has been developed by ABC working with the IAB and industry practitioners.