New IASH chairman James Aitken has called for user-generated sites like Bebo and Facebook to adhere to its code of conduct.

Aitken - the replacement for Khalil Ibrahimi, who announced in September last year he was stepping down from the role - said there needed to be improvements by media owners as well as networks.

"Many of the social networks sell their own ad space but they need to make sure its IASH-compliant inventory, so advertisers can be assured that they aren't going to land on areas that aren't compliant," he said.