ISBA launches Responsible Media Guide to promote accountability in advertising
In a proactive move towards enhancing accountability in advertising, the Incorporated Society of British Advertisers (ISBA) has launched a Responsible Media Guide. This initiative facilitates responsible advertising practices among brands and is part of ISBA's ongoing efforts to instil trust in the media landscape. The guide addresses five essential areas: sustainability, inclusion, digital and data governance, artificial intelligence (AI), and brand safety.
The development of the guide was spearheaded by ISBA’s Media Leaders group in collaboration with The Aperto Partnership, focusing on delivering practical tools and resources specifically for ISBA members. It contains a range of elements such as templates, case studies, and implementation tips, supplemented by links to additional resources.
Phil Smith, the director-general of ISBA, emphasised the importance of responsible marketing, stating, “ISBA’s priorities are driven by our members, and responsible marketing remains right at the top of the list of issues which are essential to trust and accountability in our sector.” He continued by underscoring the necessity for the advertising industry to address sustainability, diversity in media investment, ethical data governance, and responsible AI adoption, describing these as fundamental to maintaining a license to operate within the industry.
The guide also recognises the complexities involved in responsible media planning and buying, as articulated by Lisa Walker, head of media and sponsorship at Vodafone and chair of ISBA’s Media Leaders group. Walker highlighted the challenges brands face, stating that they need to consider various factors, including the safety of advertising placements, environmental impacts, and the ethics concerning data usage for targeting audiences. She remarked, “This challenge was also shared by members of the ISBA Media Leaders group, and we quickly identified the need for a guide for all members on how to buy and plan their media responsibly.”
Acknowledging the dynamic nature of the media landscape, ISBA is committed to the ongoing evaluation and updating of the guide. This will ensure that it remains relevant amid evolving media regulations and societal expectations.
Additionally, the industry body is collaborating with The Aperto Partnership on developing a measurement tool aimed at enabling ISBA members to benchmark their responsible media buying strategies. This measure follows the launch of ISBA’s Responsible Retail Media Framework earlier in the year, which provided guidance on developing retail media offers that align with the responsible media practices outlined in the new guide.
Pete Markey, ISBA president and chief marketing officer of Boots UK, noted the significance of the new guide, stating, “This new Responsible Media Guide is another great piece of work that will ensure ISBA members are equipped to make the most responsible media planning and buying decisions.”
Through initiatives like the Responsible Media Guide, ISBA continues to position itself at the forefront of supporting its members in navigating the complexities of a rapidly changing advertising environment while fostering a responsible media landscape.