The process is designed to prevent sales houses placing ads next to inappropriate content, such as websites featuring sex and violence. ABCe was called in by IASH last July, after a string of incidents where major advertisers appeared next to videos of street fights, extreme political material and other inappropriate content.
These failings were subject to a BBC Panorama investigation that turned the spotlight on onine ad sales houses.
Since then, in a bid for further legitimacy, IASH has become a committee within the Internet Advertising Bureau, which works to promote the merits of online advertising.
Guy Phillipson, chief executive of the Internet Advertising Bureau, said that IASH members have reacted to protect clients’ brands.