US Advertising Networks Issue Best Practices For Online Infringement

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By Kelly Burke for Intellectual Property Watch

Several United States-based advertising networks today announced a set of best practices to address online infringement by reducing ad revenue to websites engaged in piracy and counterfeiting.

The networks worked with the White House Office of the US Intellectual Property Enforcement Coordinator (IPEC) and the Interactive Advertising Bureau (IAB) to create the guidelines, which can be found here.

Under the voluntary agreement, advertising networks will maintain and post policies discouraging or preventing websites that “sell counterfeit goods, engage in copyright infringement or have no substantial non-infringing uses.” According to the guidelines, the networks will also accept and process notices from rights holders regarding websites in question, and provide guidance for the content of a “proper” notice, and identify the “designated agent” to receive such a notice. Signatories agree to undertake an “appropriate” investigation into complaints, and each signatory will maintain its own internal procedures for implementing these practices.

Participating companies include 24/7 Media, Adtegrity, AOL, Condé Nast, Google, Microsoft, SpotXchange, and Yahoo!, according to a White House press release.

Copyright industry groups such as the Recording Industry Association of America and the Motion Picture Association of America issued press releases hailing the announcement.

Public Knowledge called the best practices “sensible,” and urged content industry groups to come up with their own best practices to ensure the protection of internet users and intermediaries.

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