The company was hired to provide search engine optimisation (SEO) and Google advertising support for Ms Hadgkiss’ fledgling brand. “Digital marketing is still the wild, wild west.”Mr Sethi said the worst example he had seen was a few months ago. “One of the biggest companies in Melbourne was running an SEO campaign for one of our clients now,” he said. That’s why the Small Business Ombudsman wants a mandatory code of conduct for the industry that includes an arbitration power, rather than just mediation – which only works when both parties agree. The ACCC spokesman added that the regulator’s current Ad Tech Inquiry had received submissions from the Small Business Ombudsman on this issue “and continues to consider them”.