Surfing the Web during work hours wins acceptance by advertising and marketing executives, a new survey finds.

Fifty-seven percent of the 250 executives surveyed by The Creative Group, a staffing service company, consider surfing the Web acceptable during work hours.

"In the creative field, surfing non-work sites may be considered part of the job because it allows professionals to keep up with trends and seek new sources of inspiration,” Megan Slabinski, executive director of the Menlo Park, Calif-based group, said in a statement. “Also, many employers recognize that making appointments and attending to personal task online might actually improve productivity, since professionals can quickly take care of needs while in the office instead of stepping out."

Of those who gave Web surfing the "go ahead" the mean response for the appropriate time to spend online was 32 minutes.