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On 31 May 2023, the pilot project entitled “Intermediary and Platform Principles” ends. The pilot project was launched by the United Kingdom Advertising Standards Authority (ASA) on 1 June 2022. Under the pilot, several entities providing digital advertising, including Adform, Amazon Ads, Google, Meta, TikTok, Twitter, and Yahoo, agreed to 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 were 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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