NMA, 08 December 2005

NMA discusses how some of the UK’s biggest digital agencies have signed a statement from the Institute of Practitioners in Advertising (IPA) outlining best practice for viral ad campaigns, in a bid to stave off a clampdown from the Advertising Standards Authority (ASA):

Justin Kirby, MD of DMC and co-founder of the Viral and Buzz Marketing Association, said that it was a knee-jerk response to noises made by the ASA on the subject, “the people who want to abide by this code aren’t really in the industry”.