Not to be confused with the Advertising Bureau of the Internet (splitters!), the Internet Advertising Bureau is a non-profit that focuses on "the growth of the interactive advertising marketplace, of interactive's share of total marketing spend, and of its members' share of total marketing spend." Thus, the IAB is looking to start an advertising council in the UK, Edge reports, to aid in implementing advertising in games, which the IAB is no stranger to. Recently, it proposed a series of guidelines for advertising in the US, and one of the first tasks charged to the new UK council will be to determine if the same standards can be applied to the UK.

The IAB argues that, while games advertising is big business in the States, it's still relatively new and untapped in the UK. The IAB hopes to bring the same revenue streams and procedures that have worked so well in the US to our neighbors across the pond. Whether it will work or not is to be seen, but we do have one suggestion: See if Brian is available. He has a way with people.