The Internet Banner and Pop-up Advertisements Survey 2002, the first of its kind conducted by the ASA, covers a representative sample of more than 600 banners and pop-ups in paid-for-space assessed over a six-month period.
Only one banner advertisement breached the Codes and had already had complaints about it upheld by the ASA Council.
The offending ad was part of a campaign by MG-Rover. According to the ASA, the image and slogan used for the campaign breached rules relating to the depiction of speed and it concluded that it could encourage speeding or reckless driving.
Overall, the survey found that banner and pop-up ads tend to contain simple messages and basic information in contrast to the detailed claims that may cause problems when used in other media.
Although many of the ads surveyed did not include important terms and conditions it was considered that the ads were acceptable because users could easily click on the banner ad to access these on the advertisers' web site.
However, 37 of the advertisements surveyed were deemed to be 'questionable' by researchers. These ads typically included price or other claims that would need to be supported with evidence, or appeared on inappropriate web sites.
Most of the questionable advertisements were for betting and gaming web sites and appeared on sites that could appeal to under-18s. The inclusion of questionable web sites brings the overall compliance rate down to 94%,
Danny Meadows-Klue, CEO of the Interactive Advertising Bureau (IAB), welcomed the surveys findings:
"This survey reflects positively on our industry's commitment to self-regulation. Whilst we are confident that this will give the industry the confidence to accelerate this market faster we cannot afford to rest on our laurels. In order for the high standards to continue into the future, we must carry on complying with the industry's own Code."
