These are designed to offer clarity, good practice and a launchpad for further discussion around the marketing tool known as Native Advertising. While they aim to simplify concepts and provide examples it remains cognisant that our market evolves quickly and the lifespan of these guidelines are likely to last a year whereupon it will be updated.
By Josephine Buys, CEO of IAB SA
One of the trends that could change the face of the Internet is the increasing use of ad blocking software. Whilst this technology is not new, the web seems to have reached a tipping point where frustrated users are jumping the technical hurdles in larger numbers to filter out online ads.
The Consumer Protection Act (CPA) 68 of 2008 is explicit in providing for the rights of consumers to restrict unwanted direct marketing and to exercising this right free of charge.