Out of 1012 adults polled by Differentology for the IAB UK, 58% said mobile ads were better or more acceptable when they were easy to skip or avoid -- followed in a list of other criteria by ads that were unobtrusive (52%) and that didn't slow the page from loading (52%). Just 35% said they would find mobile advertising more acceptable if the ads they saw were relevant.

More than 50 tech bosses wrote a letter to the Evening Standard to ask business leaders to look ahead and not dwell on the nation's vote to leave the European Union. The letter said the UK needs to show that it "will never stop being a competitive, entrepreneurial and dynamic place to innovate and create jobs."

The advertising watchdog has banned a TV ad for Nurofen for misleading viewers with claims that it has special painkilling prowess, in a landmark ruling likely to spark a crackdown in the way companies are allowed to market general painkillers. The ruling, by the UK's Advertising Standards Authority, follows a separate action by Australia's Federal Court.

Morrisons says it is planning to complain about an additional Aldi ad to the ASA after the discounter yesterday saw two TV ads and a press ad banned by the advertising watchdog. Aldi, following a complaint from Morrisons, was told by the ASA that it had "misleadingly" compared a weekly shop of its own brand products with branded products at the big four supermarkets.

A petition on the UK Parliament's Web site, which needs 100,000 signatures to be debated by MPs in Parliament, says: "The general population of the UK are tired of listening to outright lies and misrepresentation from the political elite in order to gain votes. With a more honest representation of facts our democracy would hand power back to the people it governs."

Google may face a new EU claim that it is abusing its monopoly power. The European Commission has reportedly asked opponents of the search giant's advertising practices to allow it to put their complaints to Google. This could pave the way for a formal statement of objections about Google's lucrative advertising business.

Adam Smith, futures director at Group M, said brands will "invest less" because of the uncertainty, but maintained it will be "a difference of degree, not magnitude." He suggested that traditional media such as print and TV would be likely to bear the brunt as internet advertising continue to enjoy "forward momentum."

Advertising Association chief executive Tim Lefroy gave the government two steps to aid advertisers. He called for the government to "support responsible advertising self-regulation," asking that it not "impose advertising bans related to public health issues." Furthermore, Lefroy called for the Financial Conduct Authority (FCA) to roll back its recent support of e-cigarette advertising.

We have spent a staggering GBP3.1Bbn on fixing or replacing broken gadgets in the last five years, a new UK study has revealed. Mobile phones are the item most likely to meet an accidental end, with eight million of the fragile gadgets damaged in the last five years. Water damage is the greatest phone-killer, accounting for 23% of mobile phone and 7% of laptop claims.

At the close of the Euro 2016 group stage, Orange was the most effective sponsor, according to the Brand Agility Index study by PR firm Waggener Edstrom. The mobile network brand, which topped a list tracking 10 sponsors with a score of 71 points, was credited for driving engagement through personalisation in its ongoing #OrangeSponsorsYou campaign (created by POKE).