Advertisers who deliver late copy to online publishers in the U.K. may lose the advertising opportunity altogether, because the Association of Online Publishers is considering developing a "use it or lose it" ultimatum for the worst offenders, according to Revolution Magazine (via MediaBuyerPlanner). The policy is already in use by some members of the AOP; others that consider it a more effective policy than charging a monetary fee have also come out in support of the ultimatum.

"It's just not practical for copy to be delivered at the 11th hour, or in many cases well after the campaign was due to launch," said AOP director Alexandra White. AOP members include Haymarket, Guardian Unlimited, Emap, Future Publishing, BSkyB, GCap Media and News International.