And when something is out of human control, someone is going to cheat. And because of that one bad apple, an industry is born.

We are big supporters of ad verification and what it’s doing to keep the DSP and network industry honest. But with all good things come some inherent trade-offs. Who hasn’t received a verification report with malware, profanity, nudity, pornography and other categories in big bold letters as to say your client is only running on the worst inventory possible? You’d think there is nothing good about online advertising — until you look more closely.

The reality is that some malware, at some point, may have been posted on some of these sites. Or profanity may have been on a user-engaged site but was quickly removed. Or maybe they showed a stock image with someone in a bikini.

It seems that right now the categorization engine companies are making a whole lot of money by using scare tactics and not as much for doing an accurate job of portraying reality to their clients.

So, the next time you get your verification report, forget the scare tactics and big bold letters. Actually click on the sites and go there. See if it’s truly objectionable content, or if somewhere in some corner of the site someone may have gotten away with something by mistake. Lest we forget, there is carnage, murders, and terrorism reported in our newspapers and nightly local news every single day.

What might make the most sense is the outline an industry Bill of Rights for agencies and publishers around transparency. If you agree, here is a first draft for your consideration and if you like it, let’s submit to the IAB for a look!

1. You have every right to know that your ads only appeared within the provided site list during and after the campaign, and to see the URLs of any sites on which your ads appeared outside of that pre-approved site list.

2. You have every right to not be victimized by click or action fraud, to know when it happens, and to receive a full refund on any monies spent which enabled or allowed such activity.

3. You have every right to know if more than 50 percent of the impressions within a buy occur on just one site within the site list.

4. You do not have the right to know the list of sites on which your ad appeared during the campaign. Rights No. 1 and No. 3 ensure your safety here, and could cause publishers to withdraw from the unsold inventory space, adversely affecting your ability to secure reach, frequency, and results at attractive price points.

5. You do not have the right to know how many impressions ran on specific sites within the campaign. This will cause publishers to withdraw from the space and will cause the same problems listed in No. 4.

6. You have the right to know where on the page your ads appeared, by percentage value.

7. You have the right to geography verification and validation

8. You have a right to a full refund of money spent on any inventory that violates the above rules.

How would you change this? Would you get behind this with the IAB? Let me know!

The new regulations decree that online videos can only be streamed or broadcast by state-owned/state-controlled companies according to WSJ.com. Sites that have online-content licenses in China are supposed to censor sites themselves before any complaints are filed by propaganda officials. Many video sites say that there is biggest problem is not propaganda, but pornography the report continues.

Besides figuring out exactly how to enforce these new regulations in the domestic market, there is also the question of the foreign market such as YouTube, which is popular in China. A spokesman for YouTube said to WSJ.com, “We believe that the Chinese government fully recognizes the enormous value of online video, and will not enforce regulations in a way that could deprive the Chinese people of its benefits and potential for business and economic development, education and culture, communication and entertainment.”

Also a concern is the threat online videos have to the control of the Communist Party over information said the report. The regulations say “Those who provide Internet video services should insist on serving the people, serve socialism…and abide by the moral code of socialism.”

The Taiyuan Intermediate People’s Court slammed the gavel on Hui, 28, and ordered the confiscation of 100,000 yuan ($12,500), Xinhua news agency said. The other eight were jailed for terms ranging from 13 months to 10 years.

Chen was the man behind the “Pornographic Summer” site in 2004 and went on to start three more pornography portals, generating revenue through registration fees of $25 to $33 to some of the 600,000 members the collective sites attracted.

Police, though, stated in the report that Chen’s total earnings were difficult to report since he either spent or hid them in foreign bank accounts. Additionally, Chen avoided site closure by regularly switching domain names and servers.

Furthermore, thanks to China’s lax policies on porn in recent years, along with its economic and social reforms following the rule of Mao Zedong, Chen was able to slip under the radar…until now.

“I will introduce to Parliament legislation to extend the current safeguards that apply to content delivered over the internet or television to content delivered over convergent devices,” said Communications Minister Helen Coonan.

About forty percent of mobiles phones sold in Australia are Internet-enabled, allowing for the download of clear images from either email or the Internet directly. Lower-end devices have access to their operator’s “walled garden” of content that includes songs, pictures, and ringtones.

“Parents should think about what age it’s appropriate to give their children mobile phones that are Internet-enabled,” said Rod Knockles, NetAlert corporate affairs adviser.

Paul Q. Judge, chief technology officer of CipherTrust, viewed the success of pornographic spam simply as another piece of proof that sex sells. Francis deSouza, a VP at Symantec, an antivirus software company, feels instead that successful spam is based on impulse buying. “Things like home mortgages have a lower success rate than things you’d buy on impulse,” he said. “Things like Viagra, porn.”

Even though pornography is the most effective spam message, other products continue to be sold because many spammers work on contract for other people’s business. DeSouza explained, “If you’re contracted by a company that sells watches or drugs, you might be perfectly happy spamming about watches or drugs.”