ISBA has moved to underline its commitment to advocating for a trusted and responsible advertising environment with the publication of a Responsible Media Guide, addressing the most significant area of marketing investment.
Produced in collaboration with the Aperto Partnership and overseen by ISBA’s Media Leaders group – consisting of senior media leads from the trade body’s membership – the Guide, which is exclusively for ISBA members, provides brands with practical guidance on how they can have maximum control over the safe, suitable and legal placement of their ads across all media channels.
Five detailed sections provide ISBA’s advertiser members with the tools, templates and resources they need to negotiate the optimum inventory planning and activation campaigns with their agencies and suppliers.
The sections include addressing the challenges of brand safety, media sustainability, inclusion, data and digital governance, and AI. The Guide’s content is marked for continuous review and update in recognition of the fast-changing media ecosystem, with a pledge that it will be regularly reviewed and updated to reflect the ever-changing media, regulatory and social landscape.
Alongside the development of the Guide, ISBA and the Aperto Partnership are in the process of building a measurement tool that will provide ISBA members with the ability to benchmark their responsible media buying strategies. This is being designed to provide targeted and actionable insights to ensure their media investments fully reflect their brand’s overall responsible buying objectives and will be launched soon.
The Responsible Media Guide is the latest in a series of planned interventions on responsible marketing which began with the release of ISBA’s guidance on a Responsible Retail Media Framework.
ISBA’s Director General, Phil Smith, said:
“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.
“From getting our industry’s house in order on sustainability to ensuring that we are supporting and investing in diverse media, and from responsible adoption of AI to an ethical approach to data governance, responsible behaviour is not simply a ‘nice to have’ – it is fundamental to our licence to operate.
“As the trade body representing brand advertisers, we are committed to equipping our members with the support and guidance they need to meet their commitments to responsibility at every stage. As brand navigate an increasingly fragmented media landscape, complex supply chains and regulatory pressure, we will stand with them in ensuring that their ads meet the expectations of the people who work in our industry and the audiences we serve.”
Anne-Noreen Keddy, Consultant Partner at The Aperto Partnership said:
“The Aperto Partnership is proud to have produced this important guide in conjunction with our longstanding partner ISBA for their members. The co-creation of this the ISBA Responsible Media Guide reflects the Aperto Partnerships unwavering commitment to ethical practices and industry excellence. This guide aligns with our shared ambition of driving positive change within the media industry.
Looking ahead, we envision a future where responsible media practices are the norm, fostering transparency, trust, inclusivity and sustainable practices.”
Welcoming the new guide, ISBA President and Boots UK CMO Pete Markey said:
“At Boots it’s essential that we are a socially responsible organisation. This approach sits at the heart of our marketing strategy and as President of ISBA I am proud that responsible marketing remains a consistent priority for ISBA too.
Following the excellent Responsible Retail Media Guide published last year, 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.”
Lisa Walker, Head of Media and Sponsorship, Vodafone and Chair of ISBA’s Media Leaders group said:
“Vodafone is committed to planning and buying media in the most responsible way possible, but it is a complex challenge. Considerations include the safety of where the brand appears, environmental impact and the ethics of how we use data to reach our target audience. 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.
“ISBA and Aperto have produced a vital piece of work that I am sure will help Vodafone as well as many other ISBA members.”
Stuart McDonald, Head of Marketing Planning, Performance & Analysis at Aviva and Deputy Chair of ISBA’s Media Leaders group said:
“At Aviva we are seeking greater collaboration and learning within the responsible media space. What this means is different for every brand, but for those who are closer to the start of their journey, it can seem quite daunting.
“The ISBA Responsible Media Guide will give us valuable tools to be able to navigate our way through what is possible. Having access to resources as well as case studies from trailblazers in this area is going to be incredibly useful.”