Redefining responsibility: embracing the UN’s Pact for the Future
Opinion
These principles represent a major opportunity for advertisers to build a more responsible and trustworthy media environment for everyone.
In a bold move to reshape the digital landscape, the United Nations proposed a groundbreaking Pact for the Future last month.
Ahead of its general assembly in New York, this historic agreement between members aims to transform global cooperation on issues ranging from human rights to sustainability in the online space. Drawing on the UN’s Global Principles for Information Integrity, it challenges industries worldwide to step up and create a safer, more ethical digital environment.
As one of the key advisors to the UN on the Global Principles, we at the Conscious Advertising Network think this couldn’t come at a more critical time, as our industry is under increasing scrutiny.
In June, Secretary-General António Guterres called for a ban on ads for oil and gas, stating that energy companies were ‘distorting the truth, deceiving the public, and sowing doubt’ about the climate crisis. Across the industry, worries about advertisement placement, reach and the spread of disinformation run rampant.
To combat this, the UN is calling for digital cooperation from advertisers to drive transparency, adopt human-rights-based policies and safeguard the integrity of the information they put out.
Embracing the Pact therefore isn’t just a matter of social responsibility — it’s a crucial step towards building trust and securing long-term success in an increasingly digital and interconnected world.
Healthy incentives
One of the key ideas within the Global Principles is the idea of providing healthy incentives for advertisers. Advertising can influence the information ecosystem in a way that not only strengthens the integrity of online information but also makes business sense.
After all, advertising is the financial backbone of many tech platforms, and money has a significant impact on what content is promoted or suppressed. By promoting greater transparency and accountability, we can achieve healthier outcomes for society and business. If we gain control over a transparent supply chain, the risk of ads being placed next to harmful content, which damages brand reputation gets reduced. This could lead to better ROI as ads would be seen in appropriate, brand-safe environments. Has anyone proved that running ads on an average of 44,000 websites without adequate vetting and oversight is more effective for a brand than 2,000 carefully curated quality environments?
The Global Principles encourage advertisers to conduct thorough audits of their campaigns, requiring granular data to show where ads have appeared and whether placements align with brand values.
This type of oversight ensures our industry isn’t inadvertently funding harmful content, such as climate denial, misinformation or hate speech.
Transparency in the advertising supply chain
Transparency is an essential part of the Global Principles.
It calls on ad tech companies to adopt transparency standards enabling end-to-end validation of supply chains. This means advertisers will have access to comprehensive data on where their ads are placed and what kind of content they are funding. Full placement of ad data should be demanded, allowing us to identify and block inappropriate or harmful content.
Pushing for greater transparency can ensure media buying strategies align with ethical values.
It also enables better assessment of the effectiveness of campaigns, and more insights into the specific environments ads are shown.
Adopting the global pact in media planning and buying strategies
To effectively adopt the principles of the Pact, we need to integrate transparency and accountability into media planning and buying strategies.
This responsibility should not be relegated, but rather championed by the C-suite. CMOs, CFOs and CEOs should all have visibility of where their money is being spent and what they are supporting.
In the same way, companies should avoid supporting unethical labour practices or environmental destruction in other areas of the supply chain, they must also provide the same level of scrutiny to their advertising supply chain.
Directors should be aware of the material risks associated with funding misinformation and they should implement policies that ensure their practices are in line with the company’s ethical standards.
How advertisers can build a more ethical future
The Global Pact represents a significant step forward toward a more ethically responsible future for the advertising industry. By aligning their strategies with the Global Principles, we can help create a safer and more trustworthy online environment, not only for our audiences but for society as a whole.
At CAN we also believe advertisers can play a pivotal role in addressing broader societal challenges. We face multiple crises. War, climate change, and disinformation to name just a few. The only way to confront these challenges is by coming together.
Advertisers can choose to partner with media owners who prioritise sustainability, diversity, and information integrity. In this way, they can help shift the business models of media companies and tech platforms toward more ethical and sustainable practices.
For news media, the Pact and Global Principles are also hugely instructive. From calling for independence and plurality to ensuring journalists are reporting on information integrity and also acting transparently without financial conflict of interest is a big step forward.
Promoting transparency, accountability, and human rights, doesn’t only protect brand reputation but also contributes to a healthier, more ethical online ecosystem. The adoption of these principles represents a major opportunity for advertisers to align their practices with the values of their consumers and society.
Ultimately, this is a chance for advertisers to build a more responsible and trustworthy media environment for all.
Jake Dubbins is co-founder of Conscious Advertising Network