CReATION: Bureau of Internet Advertisers set to launch soon in Thailand

<p>Members of Thailand's Internet community are working to establish </p><p>an association to upgrade industry standards. </p><p><BR><BR> </p><p>Consisting of advertising agencies, media buyers and Internet service </p><p>providers, the grouping would be called the Bureau of Internet </p><p>Advertisers Thailand (BIAT). </p><p><BR><BR> </p><p>BIAT's initial objectives are to set guidelines on how website traffic </p><p>is represented to advertisers, establish criteria for auditing traffic </p><p>and create a framework for protecting consumer privacy. </p><p><BR><BR> </p><p>M-WEB vice-president operations, Mr Glen Poff, said the industry needed </p><p>to act now while Thailand's Internet industry was still undergoing </p><p>teething pains. </p><p><BR><BR> </p><p>"Some web sites are severely undercharging for advertising and some are </p><p>very expensive. </p><p><BR><BR> </p><p>"I am not sure advertisers understand the premium they are paying or </p><p>what they receive in return. </p><p><BR><BR> </p><p>"But as far as fraud and deception is concerned I wouldn't call it </p><p>that," he said. </p><p><BR><BR> </p><p>Member companies would enjoy increased credibility that would in turn </p><p>enable them to go out and attract a bigger piece of the advertising pie, </p><p>he added. </p><p><BR><BR> </p><p>BIAT committee members are drafting guidelines based on the Internet </p><p>Advertising Bureau of the UK and Ireland. </p><p><BR><BR> </p><p>It will move quickly to register the association with the Thai </p><p>government, establish an office and a two-category fee structure for </p><p>members and associate members. </p><p><BR><BR> </p><p>Mr Poff said: "We would like to use it as a forum to rally support and </p><p>let the advertising industry know what we are working towards." </p><p><BR><BR> </p><p>Lintas (Thailand) business development director, Mr Philip Eisenbeiss, </p><p>said establishing BIAT would help build awareness and improve industry </p><p>standards. </p><p><BR><BR> </p><p>"It is an education tool to gradually move the industry in the same </p><p>direction." </p><p><BR><BR> </p><p>He said it would provide Thai companies looking to advertise on-line </p><p>with standards they could use to advertise overseas. </p><p><BR><BR> </p><p>"It would provide a core for future development, giving Thai companies </p><p>information they could apply on a global basis," said Mr Eisenbeiss. </p><p><BR><BR> </p><p>The BIAT intends to set guidelines for on-line advertising rates and </p><p>standardise ad sizes used on Thai and English language websites. </p><p><BR><BR> </p><p>It is considering creating a BIAT seal of approval given to websites </p><p>that meet certain criteria to ensure consumers that private information </p><p>gleaned from "cookies" would be protected. </p><p><BR><BR> </p><p>BIAT is intended as a soft regulatory body that will not police the </p><p>industry; compliance will be based on the honour system. </p><p><BR><BR> </p><p>However, some representatives voiced concern there would have to be a </p><p>system of checks and balances to ensure transparency when auditing </p><p>website traffic. </p><p><BR><BR> </p>