Letters: Best practice is essential in search

23 August 2007

From Jack Wallington, programmes manager, IAB



We welcome the response generated by the launch of the search marketing best-practice charter (NMA 16.08.07), which was created by the IAB's Search Marketing Council with input from the DMA.

One of the Search Council's roles is to react to the industry's needs. The first four criteria aren't meant to guarantee that every UK search marketing company will adhere to the code, similarly the intention isn't to exclude those that don't comply.

There will be no naming and shaming, rather we have presented and promoted what has been recommended by the IAB Search Council and have provided a 'Best Practice' branding icon, which helps signal a company's compliance. The reason behind the charter's launch is to take a critical first step in creating a robust set of guidelines that search marketing companies in the UK will refer to.

The IAB Search Council comprises largely search marketing companies, search engines and advertisers. The IAB facilitates meetings and provides a forum for memberships to discuss issues and agree standards.

As always, we urge NMA readers to get in touch to enable us to achieve cross-industry consensus.

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