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 […]

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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.


About the author

Barry Schwartz
Staff
Barry Schwartz is a technologist and a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics.

In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land, in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here and in 2023 he was listed as a top 50 most influential PPCer by Marketing O'Clock.

Barry can be followed on X here and you can learn more about Barry Schwartz over here or on her personal site.

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