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IPA welcomes distribution of first brand safety kitemarks

The IPA has today welcomed the distribution of the first ever kitemarks for brand safety online. They have been awarded to 10 companies that meet industry-agreed standards to reduce the risk of ads being served next to inappropriate or illegal content online.


The kitemarks have been awarded by the UK's Joint Industry Committee for Web Standards (JICWEBS) – the independent body that defines best practice and standards for online ad trading.

The organisations receiving the kitemark have all had their advertising misplacement policies and processes reviewed by an independent third party. Alongside the 10* kitemarks issued today a further seven** organisations have committed to undergo independent verification within six months.

As the ad buying process shifts towards using automated decision-making, advertisers and agencies haveplaced increased focus on ensuring that their online reputation is maintained by ensuring that their adverts don't appear against inappropriate content. The issue of the kitemark is the culmination of an unprecedented level of cross industry collaboration through the Digital Trading Standards Group (DTSG) to deliver a set of straightforward and workable best practice principles which meets the needs of all sides of the industry.

Nigel Gwilliam, Consultant Head of Media and Emerging Tech, said: “Congratulations to these 10 companies who have clearly demonstrated their commitment to brand safety by employing robust and effective advertisement misplacement policies and processes, and having these independently verified. We urge more companies to obtain the DTSG kitemark through this verification which will not only benefit their own reputations, but that of the wider industry.”

Andy Muddimer, Santander's Group Marketing Manager, said: "Misplaced advertising is an issue that affects the whole online industry. In proactively working together we will foster trust and continue to see online ad spend grow. We encourage market take-up of the DTSG's good practice."

David Ellison, ISBA Marketing Services Manager, said: "We recommend our members only use intermediaries that have been kitemark accredited, as it will provide them with much-needed reassurances over online brand safety."

Richard Foan, JICWEBS facilitator said, "It has always been JICWEBS ambition to deliver an inclusive set of best practice principles. In this increasingly complex global market which operates at scale the industry needs straightforward principles that promote transparency and trust."

Download the DTSG best practice principles at:

*Kitemarks issued to Crimtan, Tubemogul Inc, Exponential Interactive, Vibrant Media, Quantcast, Specific Media, IgnitionOne, Unruly, AD2ONE

**Organisations registered with JICWEBS and committed to independent verification within 6 months Pulsepoint, byyd Tech, Microsoft Advertising, Yahoo UK, Adaptv, Amnet UK,

View the signatories and kitemarks


About the Digital Trading Standards Group (DTSG)

The DTSG comprises representatives from the following sectors of the digital display trading ecosystem: advertisers, agencies, agency trading desks (ATDs), demand side platforms (DSPs), advertising networks, sales houses, advertising exchanges, supply side platforms (SSPs), publishers and trade bodies including the Association of Online Publishers (AOP), ISBA – the Voice of British Advertisers, the Institute of Practitioners in Advertising (IPA) and the Internet Advertising Bureau (IAB) UK.


JICWEBS is the UK's Joint Industry Committee for Web Standards and is made up of the following trade bodies: Association of Online Publishers (AOP), Internet Advertising Bureau (IAB) UK, Newspaper Society, Newspapers Publishers Association, ISBA – the voice of British advertisers and the Institute of Practitioners in Advertising (IPA).

Last updated 02/05/2014

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