MUMBAI: For internet surfers, the words pop-up and pop-under ads mean sheer disturbance. They are often forced to equip their computers with pop-up killers and stuff like that. Many companies who use this mode of advertising show scant respect for the surfer.

Now, the Interactive Advertising Bureau (IAB) -- the association dedicated to helping online, Interactive broadcasting, email, wireless and Interactive television media companies increase their revenues -- has decided to play the watchdog and enforce certain regulations on the use of such ads.

The set of guidelines prepared by the IAB's Pop-up Task Force are as follows:

• Each user should be exposed to no more than one pop-up ad for each visit to an online site.
• Both pop-ups and pop-unders should be clearly labeled with the name of the Network/Advertiser-Publisher-Browser Type (if applicable).
• For pop-unders, the unit size should be 720x300, file weight should be 50k images/50k flash, audio-video initiation should be user-initiated and close box should be mandatory.
• For pop-ups, the unit size should be 250x250 or 300x250, file weight 30k images or 40k flash, audio-video user initiated and close box mandatory.
• For pop-up large, the unit size should be 550x480, file weight 30k images or 40k flash, audio-video user initiated and close box mandatory.