DISCUS ADOPTS NEW INTERET ADVERTISING GUIDELINES

In an important development, DISCUS has issued a new industry-wide buying guideline for placing online ads and marketing materials on third party websites to meet the industry’s 70% 21 years of age and older demographic standard. The guidelines go into effect Jan. 1, 2008.In all, the guidelines dictate which demographic measurement tools are appropriate, including syndicated data sources, independent demographic surveys and website “register user” databases are. As with other media, the guideline also requires the use of post audits