Donation-led advertising platform Views For Change have become members of the Conscious Advertising Network and fully support their manifesto.
The Conscious Advertising Network (CAN) is a voluntary movement of over 30 organisations, and 50 experienced industry players, supported by ISBA in the UK. They have worked hard to set out an achievable leadership position for advertising in six key areas; Ad Fraud, Consent, Diversity, Fake News, Hate Speech and Child Protection.
This is carried out through best practice manifestos for advertisers, their agents and technology partners, so that the ethics can catch up with the technology of modern advertising.
The ambition is that widespread usage of these manifestos will result not only in improvements around the six focused areas, but as crucially, an improvement in advertising effectiveness for those companies that adopt them.
CAN has an ambition to eradicate ad fraud, ensure that content is as diverse as the people who make up the industry and to prevent brands from funding fake news or hate speech.
Alongside this, they believe that the safeguarding around children should evolve with the methods used to advertise to them, whilst consent should be informed and people should be seen as active participants in their own online experience.
Nicola Telford, Views For Change CEO said: “This is a great initiative and as a new purpose-driven platform that engages with advertising, we fully support the CAN manifesto. The agencies, brands and associates who make up the advertising industry have a responsibility to consciously regulate their messaging, the content they produce and their internal operations in pursuit of making communications that are better for all. Views For Change take their impact very seriously and partnering with the Conscious Advertising Network is just one of the many ways we ensure we are accountable.”
You can read the Views For Change advertising policy here.