The digital advertising ecosystem should be accountable for minimising ad-fraud across trading relationships.
Ad agencies should ensure that content is as diverse as the society it serves, from research to strategy to media placement.
People should be seen as active participants in, and controllers of, their own online experience.
Advertisers should take action to make hate unprofitable by eradicating it from their media spend and supporting media that plays a positive role.
Advertising to children should be age appropriate, promote positive messaging and avoid glamorising negative behaviour.
Advertisers must take the responsibility to ensure they don’t fund mis/disinformation, click-bait and any intentionally misleading content.
The content advertisers create, and the processes by which they are created, should be sustainable and responsibly considered, avoiding creating or funding climate crisis misinformation.
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