Canadian coalition calls for third-party auditing of Web sites

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TORONTO - Advertisers and agencies should demand third-party auditing of Web sites, according to a coalition representing the Canadian advertising industry. The Association of Canadian Advertisers, theCanadian Media Directors' Council and the Institute of Canadian Advertising make up the coalition.

"Until we see audits from objective, third-party sources, the Internet's credibility as an advertising medium will be compromised," says Terry Sheehy, senior VP-media director of Starcom Canada, a wholly-owned subsidiary of Leo Burnett Co.

The ACA's New Media Committee is leading a call to action on this issue.

"We're already far behind the U.S. when it comes to auditing Web sites, and this lack of verified information will just become more problematic as the Internet grows and marketers turn more to the medium for productbranding," says Karen Kuwahara, chair of ACA's New Media Committee.

The Internet Advertising Bureau of Canada estimates that while more than50% of the major sites in the U.S. that collect ad revenue are audited bythird parties, only about 20% of such sites in Canada are similarly audited.

Copyright September 1999, Crain Communications Inc.

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