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The Better Ads Standards

Extensive consumer input and empirical data shaped the better ads standards. While the coalition’s consumer research was designed to identify the least preferred ad types, it also provides insight into consumers’ evaluation of a far broader range of ad experiences, including those more preferred by consumers. By focusing the definition of better ads standards on the least preferred ad experiences, the coalition’s methodological approach leaves open the possibility for continued innovation in the development of new ad experiences. Visit the coalition’s research page to learn more about the other tested ad experiences. For purposes of the current better ads standards, an “ad” is promotional content displayed on the web as the result of a commercial transaction with a third party.