The Responsible Media Guide 2025 provides a comprehensive framework for advertisers to ensure ethical, sustainable, and effective media practices.
Produced in collaboration with the Aperto Partnership and overseen by ISBA’s Media Leaders group - 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.
The guide includes sections 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.