Members of World Federation of Advertisers (WFA) have launched the Global Alliance for Responsible Media, which enlisted 16 advertisers to “rapidly improve” digital safety. Advertisers include Adidas, Bayer, BP, Danone, Diageo, General Mills, GSK Consumer Healthcare, LVMH, Mars, Incorporated, Mastercard, Mondelēz International, NBCUniversal, Nestlé, Procter & Gamble, Shell, and Unilever. Media agencies such as Dentsu, GroupM, IPG, Publicis Media, and Omnicom Media Group have also joined the movement.
WFA said that advertisers have an important role in collectively pushing to improve the safety of online environments. As such, they can collaborate with publishers and platforms to do more to address harmful and misleading media environments; and to develop and deliver against a concrete set of actions, processes and protocols for protecting brands.
The immediate focus of the Alliance, championed by the ANA CMO Growth Council, a member organisation of the WFA, is to form and empower an inclusive working group charged with developing a set of initial ideas and prioritising next steps.
Supporting platforms and industry associations include Facebook, Google/YouTube, Teads, TRUSTX, Twitter, Unruly, and Verizon Media; and ANA, 4A’s, Interactive Advertising Bureau, ISBA, Mobile Marketing Association, Coalition for Better Ads, Effie Worldwide, as well as WFA alongside their local advertising association members.
“This is the first time an alliance that represents all sides of the media industry is forming, underpinned by a working group committed to meeting regularly and reporting back on its progress to members and the industry,” WFA added.