In response to FTC scrutiny and industry feedback, the Interactive Advertising Bureau’s Lead Generation Committee today announced the release of new best practice guidelines for advertisers and publishers.

by Helen Leggatt

Misleading promotions and the misuse of the term “free” are just a couple of scenarios the IAB’s “Online Lead Generation: B2C and B2B Best Practices for U.S.-based Advertisers and Publishers” document hopes to help stamp out.

It focuses on three specific areas – advertiser disclosures, publisher privacy disclosures and promotional site disclosures.

“This is truly an industry landmark, and I applaud the Lead Generation Committee for its extraordinary efforts at creating this critical document,” said Randall Rothenberg, President and CEO of the IAB, in a recent statement.

“As digital media continues to become the fulcrum upon which marketers are building their brands, it is incumbent on the interactive industry to proactively develop and live up to the highest standards. This document helps us achieve that goal.”

Two other lead generation documents where produced in 2007 by the IAB, in conjunction with the Lead Generation Committee, addressing data transfer and lead quality issues.

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