IAB Europe’s Sustainability Standards Committee has today opened the first volume of Within Reach: Practical Guidance for Responsible Digital Advertising for public comment.
Within Reach is a new series of practical guidance designed to help the digital advertising ecosystem manage the material risks and opportunities associated with the social impacts of digital advertising and media in a more consistent and effective way.
Developed with input from across the European digital advertising ecosystem, this first release sets out baseline expectations for digital advertising stakeholders across six key areas:
The guidance has been developed following consultation with stakeholders across the media supply chain, as well as organisations actively working to understand and improve outcomes in these areas.
It builds on IAB Europe’s earlier Beyond Reach report, which explored how stakeholders across the digital advertising ecosystem are approaching social impact and identified areas where further practical guidance could support the industry.
IAB Europe is inviting feedback from across the ecosystem before the guidance is finalised. The public comment period is open until 30th October 2026, and feedback can be submitted via the public comment form here.
We particularly welcome input from:
Feedback received during the consultation will help inform the final version of the guidance.
