Launch of first search marketing charter

The first search marketing charter has been launched by the Internet Advertising Bureau (IAB) and the Direct Marketing Association (DMA) to establish the best practice.

mad.co.uk reports that this is the first time that the two industry bodies have collaborated on search marketing standards. The two organisations combined reach more than 1,250 industry members.

Currently, search marketing accounts for 58 per cent of all online advertising spend in the UK and it is continuing to grow.

The charter only applies to search engine marketing companies and to qualify they must meet certain criteria.

Guy Phillipson, chief executive of the Internet Advertising Bureau, said: "This charter represents an important first step in the establishment of search marketing best practice in the UK. Paid-for search has grown at an incredible rate over the past five years, and could well become a ten per cent medium in its own right by the end of the decade."

Robert Dirskovski, head of interactive media, DMA, said: "As the digital element of direct marketing continues its fast paced growth, it is vital that we embrace all facets of digital marketing - including search - to promote and maintain high standards.

"Together with the IAB, we hope to create a rigorous set of best practice principles that will set the standard for search marketing while being adaptable to change within the industry."