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Last Updated: Monday, 30 July 2007, 16:36 GMT 17:36 UK
IPA statement
The Institute of Practitioners in Advertising (IPA), the trade body and professional institute for the UK's leading advertising, media and marketing communications agencies, offered to take part in this Panorama programme to ensure that the position of UK advertisers and their advertising agencies was accurately portrayed.

We wish on behalf of the advertising industry to make it clear, in case there is any ambiguity explicit or implied, that we do not condone advertising on unsavoury websites and that neither advertisers nor their agencies are complicit in 'cyber bullying'. Any suggestion to the contrary is misleading and an inaccurate portrayal of the advertiser's role in relation to these websites.

Every effort is made by the UK marketing communications industry to ensure that advertisers do not find their advertisements on such sites.

Advertising agencies that purchase media space through intermediary online networks require, in their contracts, specific warranties and obligations that the company's advertisements will not be associated with any objectionable content. When this occasionally occurs by mistake or human error, every effort is made to withdraw the advertising immediately and no fee is paid to the media owner.

In extreme cases of breach, it is likely that advertisers and their agencies will take legal action against the sales house or intermediary in question or by blacklisting the intermediary/sales house in question.

Children's Fight Club
29 Jul 07 |  Panorama

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