Digital Advertising

JICWEBS soon to issue its first anti-ad fraud certification seals to participating brands


By John McCarthy | Media editor

August 24, 2016 | 3 min read

The UK and Irish Joint Industry Committee for Web Standards (JICWEBS) has implemented the next step in its objective to stamp out ad fraud practices.

Later in the year, companies will be able to receive an ad audit, ensuring their processes are in line with industry standards to reduce the risk of fraudulent ads being served.


Ad fraud

The body in May issued ‘Good Practice Principles’ for publishers, agencies and ad tech companies to adhere to, offering them the opportunity to be audited to receive a ‘certification seal’. The first certificates will be served in the fourth quarter of 2016.

“This is a real opportunity for companies to back up the talk by showing they’re actively committed to reducing the risk of online ad fraud across our industry,” said JICWEBS’ chairman Richard Foan.

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“Being industry-certified (by an independent party) that their processes reduce the risk of fraud will make them a more attractive and trusted proposition to advertisers.”

The independent third-party companies handling the verification process include ABC and BPA Worldwide.

The group was endorsed by both Bethan Crockett, GroupM’s digital risk director and Keith Moor, Santander’s chief marketing officer in a recent press release.

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