IAB & DMA Launched UK’s First Search Marketing Best Practices Charter

The IAB UK and DMA UK have released the UK’s first code of conduct for search marketing firms.

Companies that want to earn the IAB UK’s accreditation must comply with 4 specific criteria.

  • At least two employees dedicated to search marketing
  • They must have search engine accreditation from Google or Microsoft and have proof of official SEO training
  • The company must have been trading for 6 months
  • The company must be a member of either IAB UK, IAB Europe, DMA or Search Engine Marketing Professionals Organisation (SEMPO) or the Association of Business to Business Agencies (ABBA).

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.

Those IAB members who comply with the criteria will be able to post this logo on their site. IAB SEM Complaint Logo

There are several private companies that have been offering forms of best practices, including Bruce Clay. But IAB is credited with being the first non-profit organization in the UK to offer this.

Postscript From Danny: At first read, I find the guidelines not really designed to actually reassure any potential client of anything. As I said in a discussion at our Sphinn site:

Kind of underwhelming. I mean it’s good conduct to have two full time search marketing employees, to have been in business for six months and join some organization (like the IAB or SEMPO) that will admit anyone? The only requirement going to skills is getting Google accreditation. So big whoop — you get a logo that ultimately proves you understand Google help files. Yeah, I’d say these need to grow a lot to have real teeth to them.

Add your thoughts to either of our two Sphinn discussions: UK IAB, DMA Charter – What’s A Search Engine Marketing Company? and IAB’s Search Marketing Code of Conduct.

Related Topics: Channel: Industry | SEM Industry: Organizations


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide