Digital Marketing Working Group

THIS WORKING GROUP IS NOW CLOSED.

The Digital Marketing Working Group (DMWG) is the specialist working group of L2 providers set up to look at the issues that are experienced by members using digital marketing aimed at UK mobile consumers.

Issues range from affiliate driven malware, affiliate fraud, misleading practices targeted at the advertising funds and placement advertising inappropriately reaching children through Apps and YouTube.

Three areas under the Working Groups focus are:

Affiliate marketing issues: (including malware, adware, misleading promotions etc.), how these manifest, how to control risk, how to apply controls, how to put pressure on affiliate networks to exercise controls, detecting of issues and collaborative notification of issues.

Regulatory approach: regulatory approach towards advertisers using digital marketing, proportionate and pragmatic treatment and the advertisers evidence demonstrating that controls are in place.

Children access to services via advertising not aimed at children but where the content may be attractive to children (such as games).

Subscription sign-up. Consumer complaints indicate that consumers appear to be unaware that they were committing to a subscription service and once committed did not use the tools available to cancek the subscription.