The National Association of Advertisers (NAA) has announced it is banning stand-out advertisements that can be viewed as “social commentary.”
The NAA says its members are concerned about how these advertisements can negatively impact the social fabric of the United States.
“Stand-out advertising is a powerful tool for online advertising to reach a broader audience and for advertisers to identify and engage with a diverse range of consumers,” the NAA said in a statement.
“Our members are also concerned that these advertisements are not only engaging with a very small number of people but also, as a result, not engaging with as many people as they might otherwise.
NAA said it has been monitoring these ads and will issue an advisory on Tuesday, February 12.
According to the N AA, digital stand-outs are those that can garner a “low amount of clicks, or no clicks at all.”
They can include “a series of photos, short videos, or other information that is easily understood but does not have a strong emotional connection,” or are not used in conjunction with other ads or in promotions.
They can also be created by a user and include no more than 30 words of text, as well as no more text than 140 characters in length.”
In addition to the potential for social commentary, stand-up advertising may also be seen as a way for an advertiser to increase engagement for a product or service, or to enhance brand recognition,” the agency said.”
They are intended to promote a product and to provide consumers with information that they are likely to want to know about it.”
“In addition to the potential for social commentary, stand-up advertising may also be seen as a way for an advertiser to increase engagement for a product or service, or to enhance brand recognition,” the agency said.