The International Chamber of Commerce and the Global Anti-Scam Alliance have published a best practices framework for combating scam advertising.
The primary purpose of this paper is to establish a clear and effective strategic direction for the industry to address the challenges posed by fraudulent paid advertising. By outlining these objectives and sharing best practice, this document aims to provide insight into the steps taken by responsible actors, the effective practices that can be taken to support consumers and to prevent bad actors from misusing the advertising ecosystem, and promote their adoption across relevant platforms and internationally.
It also seeks to articulate the value of collaboration amongst all interested parties, from regulators and law enforcement to the private sector and relevant technical community and civil society actors in order to most effectively tackle this issue.
This guidance is intended to complement, and not replace, applicable legal and regulatory obligations. Where appropriate, it may also help identify best practices that go further than minimum legal requirements in areas where stronger or more effective preventive action is needed.
This paper is also intended to serve as a sector reference framework that can help reinforce trust, responsibility and coherence across the advertising and marketing ecosystem.