In a nutshell, our mission is to stop advertising abuse, by highlighting the conscious choices advertisers and agencies can make to ensure good practice.
Across all sectors of the advertising industry, modern technology has advanced so quickly that ethics haven't been able to keep up. We want to change that.
Now more than ever, brands, agencies and adtech are perfectly placed to consciously change both the way they operate and the content they produce, resulting in communication that is better for all.
That's why we developed a set of six manifestos, with the aim of getting their principles embedded in every UK agency brief. Together we can make a big difference.
Anti ad-fraudAd-fraud should be eradicated.Learn more
DiversityThe industry and content it produces should be as diverse as we are.Learn more
Informed consentConsent should be informed and people seen as active participants in their online experience.Learn more
Hate speechHate speech should not be inadvertently funded by brands.Learn more
Children's wellbeingAdvertising to children should be age appropriate, promote positive messaging and values and avoid glamourising negative behaviours.Learn more
Fake newsAdvertisers must take the responsibility to ensure they don’t fund channels that fund fake news, click-bait and any intentionally misleading content.Learn more