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The move means that Jamster will sit alongside long-serving ISBA members including Procter & Gamble, Masterfoods and GlaxoSmithKline.

Tobias Brinkhorst, director of marketing for the UK, Australia and Ireland at Jamster, said: "For Jamster, the importance of effective advertising is critical if we are to continue providing customers with cutting-edge and premium digital content."

In January, research by TNS revealed that 60% of the public thought that the Crazy Frog ad, featuring a computer-generated frog riding an invisible motorcycle to a version of Beverly Hills Cop theme 'Axel F', was the most irritating of the year.

Last year, 298 complaints were lodged with the Advertising Standards Authority about Jamster's 'Crazy Frog' ringtone ad, putting it in sixth place in the most complained about ads of 2005.

Brinkhorst said: "Our membership to ISBA ensures we can reach all of our audiences in a responsible and informative manner."

Jamster's media strategy meant it spent £10m in May 2005 alone. The ad, created by Jamster's in-house team, was aired 83 times an hour across a variety of television channels, adding to the irritation factor.

The ASA banned the ringtone ads from being shown before 9pm, and acknowledged that although Jamster's portfolio of Crazy Frog, Sweetie the Chick and Nessie the Dragon were not specifically aimed at children, it was likely that the ringtones advertised would be of interest to children.

Jamster eventually had the Crazy Frog ads banned completely for not making it clear that people who responded would be drawn into subscription contracts.

Jamster is currently working with Vodafone, O2 and T-Mobile along with several TV, internet and print media partners to deliver more responsible advertisements across multiple digital platforms. 

The ISBA has 380 leading UK advertisers as members and works to promote advertising and offer advice to its membership.

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