Share your feedback on updates to the IAB Gold Standard

Aug 18th '23

The Internet Advertising Bureau (IAB UK) is evolving aspects of the IAB Gold Standard to further crack down on ad fraud and scam ads. The industry has until Friday 22 September 2023 to feed back on the proposed changes.


Having first launched in 2017, IAB UK’s Gold Standard aims to reduce ad fraud, uphold brand safety, improve the user experience, and aid compliance with GDPR e-privacy law by pulling together existing industry initiatives. For more information about the Gold Standard, how it works and who can get certified, take a look at these FAQs.


Over the past six years, the IAB UK has continually developed the Gold Standard to ensure that it keeps pace with the industry’s challenges. The latest proposed updates to the Gold Standard are specifically aimed at further tackling ad fraud and scam ads. They plan to introduce the following changes:


  • For Gold Standard certified members to implement IAB Tech Lab tools Buyers.json and DemandChain Object. Previously the requirement for certification was to have the tools on your roadmap. Requirements vary based on category member falls within – see the below download for more detail
  • For Gold Standard certified members to outline their current process for using the Financial Conduct Authority’s Financial Services register when working with an advertiser who provides a financial service or product
  • Certified members to comply with IAB Europe’s Transparency & Consent Framework version 2.2 
  • To make things simpler, they’ll no longer have different versions of the Gold Standard  and everyone will be required to meet all the criteria from their next renewal date


The below document explains the proposed changes in full. It has been published for industry consultation and is available for public comment until Friday 22 September 2023.


IAB UK will be hosting a virtual meeting on Monday 11 September, 16.00 – 17:00, if you have any questions. If you would like to attend this meeting, or if you have any feedback on the proposed changes to the Gold Standard, please contact



Source: IAB UK


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