The Indian Society of Advertisers (ISA), the national body representing advertisers, announced the launch of ‘ISA Media Charter’ to safeguard interests of brands by promoting fair and transparent practices in the advertising industry.
The ISA Media Charter’s key focus areas announced were:
- ISA Model Media Agency Agreement: A template for agreements between advertisers and media agencies to establish detailed and precise agreements, considering substantial media flow and complexities of the ecosystem.
This template will serve as an initial framework to facilitate personalised agreements for individual media agencies, clarified an ISA statement. The body explained that since every negotiation is unique, modifications are expected with discussions.
- Zero Tolerance to Ad-Fraud: The body said it seeks to create a vigilant environment in the industry where ad fraud is unequivocally condemned and stringent measures are adopted to eliminate fraudulent practices.
- Brand Safety: This is to ensure brands are showcased in secure environments, free from content that may harm their reputation.
- Viewability: Recognising challenges posed by digital advancements and to ensure ads are genuinely viewable by the target audience.
- Common Minimum Standard for First-Party Data: The charter seeks to establish guidelines for responsible collection and usage of consumer data, prioritising privacy and consumer
- Cross-Screen Measurement: Unified measurement standards for both TV and digital platforms will be aimed for, enhancing advertisers’ ability to gauge campaign success across media channels.
Sunil Kataria, Chairman of ISA and CEO – Lifestyle Business, Raymond, said, “With an illustrious history spanning over 70 years, ISA has been the unwavering voice of advertisers, championing education, representation, protection, and support for its esteemed members. The ISA Media Charter is a groundbreaking milestone in the organisation’s ongoing efforts to shape an efficient and effective advertising landscape in India. As India’s advertising media spending continues to surge, it becomes essential to have a clear and equitable framework that protects the interests of brands and fosters healthy relationships between advertisers and media agencies. The ISA Media Charter encompasses six crucial areas that are of paramount concern to advertisers – this emphasises our commitment to a transparent and consumer-centric media ecosystem.”
Tejas Apte, ISA Media Forum Head and General Manager – Media, South Asia, Unilever, added, “The ISA Media Charter outlines the priorities that all advertisers have on top of the mind. The charter focuses on creating a fair and transparent media ecosystem with agencies and publishers while keeping the consumer’s interest at the heart of it. As the digital ecosystem evolves, the challenges on brand safety and viewability will get more acute and the same need to be addressed. The media charter will evolve a common minimum standard on first party data collection and usage to safeguard consumer privacy. The other important aspect of the media charter is to evolve a cross screen measurement for TV and digital.”
Ankit Desai, ISA Media Forum Co-chair and Head – Media, Digital Marketing and Brand PR (India & Global Centre of Excellence), Marico, said, “The Indian Society of Advertisers is committed to promoting best practices and standards. The launch of the ISA Media Charter is a testament to our dedication to creating a transparent and mutually beneficial ecosystem for advertisers, media agencies and media partners. We believe this initiative will pave the way for collaborative partnerships that drive innovation, efficiency, and growth.”
The ISA is welcoming advertisers, media agencies and all stakeholders in advertising to join hands in implementing the ISA Media Charter.
The ISA is a founder member of the WFA (World Federation of Advertisers), Brussels. It’s one of the three constituent bodies of BARC (Broadcast Audience Research) and one of the founders of ASCI (Advertising Standards Council of India).
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