Italy launches platform for digital marketing best practice

The Italian SRO (Istituto dell'Autodisciplina Pubblicitaria - IAP) launched Digital Chart, an online platform that provides a detailed overview on the most common digital marketing practices and highlights the importance of transparency and recognition of digital marketing communications between brands and consumers.

The initiative is based on the Italian Advertisers Association's (UPA) ongoing activities on advertising self-regulation, as well as the IAP's Code of Commercial Communication (CA) that promotes marketing communications best practice, and the European Advertising Standards Alliance's (EASA) Best Practice Recommendations for Digital Marketing Communications and Online Behavioural Advertising.

The digital marketing practices covered by the Digital Chart were determined through a survey. These include:

Native advertising (in-feed units, paid search and recommendation widgets)

Endorsements (by celebrities, influencers, common users)

Social networks and content sharing

In-app advertising (banners, interstitial and advanced overlay ads, notifications, lead ads)

Advergames (associative, illustrative, demonstrative)

UPA sees the potential of the initiative to become the go-to tool in defining digital marketing best practices for brands in the future.

You can find out more about the Digital Chart (in Italian) here.

For more information on this initiative, contact UPA.