Digital agency Havas has become the latest marketing firm to be certified for both brand safety and anti-fraud by JICWEBS, the independent body that sets best practice and standards for trusted online ad trading in the UK.

Havas certification takes the list of firms certified for both brand safety and anti-fraud to 72, with ad networks Undertone and Collective also among those recently added to the roster of confirmed companies.

Certification is awarded by JICWEBS if an independent audit, carried out by the likes of ABC, BPA or ePrivacy, verifies that the companys processes meet certain guidelines aimed at reducing the risk of ads being served against inappropriate content, and/or reduce the risk of fraudulent ads being served.

“Advertisers want greater trust and transparency in the digital ad chain and it will become increasingly difficult for suppliers to strike trading agreements if they arent accreditied through JICWEBS,” said Richard Foan, chairman of JICWEBS. “Certification shows advertisers who is making a genuine commitment to protect their investment against fraud and unsafe brand environments.”