US watchdog regulates pop-up, pop-under ads

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.

IAB has released a set of preliminary industry guidelines for the usage of pop-ups and pop-unders. "These guidelines are geared to help improve the consumer perception of pop-ups by applying consistency in their use, specifications and labeling. Furthermore, these guidelines provide advertisers and their agencies the ability to develop advertising content with consistency through uniform specifications. The purpose of this set of guidelines is to improve consumer credibility with interactive advertising and to lend efficiency to online ad creation and buying," reads the statement in the IAB web site.

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.

Latest Reads
Big B faces the heat for Kalyan Jewellers TVC

Kerala-based jewellery chain, Kalyan Jewellers' latest TVC featuring Amitabh Bachchan and his daughter, has been termed as “disgusting” and aimed at creating distrust in the banking system by the bank union, according to a report by Mint.

MAM Media and Advertising Ad Campaigns
Laqshya Media Group creates India’s largest billboard for Jeep Compass

Laqshya Media Group has partnered with Jeep India to create India’s largest outdoor media installation for its iconic Compass on one of the busiest national highways of India which connects two major cities, Mumbai and Pune.

MAM Media and Advertising Ad Campaigns
Honor launches new ad with Bhumi Pednekar

Honor, the e-brand of Huawei, has kick-started Honor 9N #NoOrdinaryBeauty campaign in collaboration with Bollywood actress Bhumi Pednekar.

MAM Media and Advertising Ad Campaigns
Seenu Kurien joins Carnival Cinemas as VP sales and marketing

Carnival Cinemas, a motion picture exhibitor, today announced the appointment of Seenu Kurien as VP- sales and marketing.

MAM Media and Advertising People
V-Guard hands digital mandate to Isobar

Isobar India, the digital agency from Dentsu Aegis Network, has been appointed as the digital media partner for V-Guard.

MAM Media and Advertising Account
Secret Temptation revamped; McNROE eyes growth from deodorant segment

Who doesn’t like to smell amazing and beautiful all the time! While perfumes and deodorants have been available for men for the longest time, it is only recently that Indian brands have begun experimenting with female deodorants and perfumes.

MAM Marketing Brands
LinkedIn crosses 50 million user mark in India

For all the tech giants, India is becoming a high potential market very fast. Microsoft-owned professional networking platform LinkedIn has crossed the 50 million user mark in the country.

MAM Marketing Brands
Dale Vaz joins Swiggy as head of engineering and data sciences

MUMBAI: Swiggy the food ordering and delivery company based out of Bangalore India, has recently announced Dale Vaz as the head of engineering and data science. In his new role Vaz will be responsible for driving the company's technology strategy and building Swiggy’s next generation AI-driven...

MAM Media and Advertising People
Do-iT Talent Ventures signs badminton star Saina Nehwal

Do-iT Talent Venture, the firm owned by Darshana Bhalla and Radha Kapoor Khanna, reinforces its sport portfolio with the 4th most famous global woman athlete Saina Nehwal.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories