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On 23 March 2022, the United Kingdom Advertising Standards Authority (ASA) announced a pilot project entitled “Intermediary and Platform Principles”. Under the pilot, several entities providing digital advertising, including Adform, Amazon Ads, Google, Meta, TikTok, Twitter, and Yahoo, will cooperate directly with the ASA to ensure that their advertising policies and practices are in line with the rules on online advertising. Furthermore, participating companies are supposed to act swiftly to remove reported non-compliant advertisements, inform their advertisers of age-targeting restrictions and collaborate with ASA to minimize the ads classified as “scams”.
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