Recommendations for Advertisers.

 

Recommendations for Advertisers.



Recommendations 

Advertisers can exert singular influence on the integrity of the information ecosystem by helping to cut off financial incentives for those seeking to profit from disinformation and hate. In doing so, advertisers can better protect their brands and address material risk, boosting their bottom line while conducting business in line with their corporate values. 

a. Establish human rights-responsible advertising. Establish safeguards to ensure that advertising does not drive risks to information spaces and upholds human rights, including the rights of children. Avoid discriminatory targeting practices based on sensitive data and perceived user traits. Advertise with media outlets and platforms that bolster information integrity, including public interest journalism, through methods such as inclusion and exclusion lists, ad verification tools and manual vetting. Require ad tech companies to publish criteria that a website or channel must adhere to before they are able to monetize. 

b. Harness industry standards. Make use of industry standards to develop clear policies to minimize risks to information integrity and help ensure brand safety

c. Form coalitions. Collaborate across industry and with civil society to share best practices and lessons learned about information integrity in a timely manner, including assessing the impacts of advertising, and systematic mitigation of risks and potential harms stemming from advertising and content monetization. 
d. Require data. Establish a full and detailed overview of advert adjacency on an ongoing basis, requiring granular data showing where adverts have appeared and conducting suitability reviews before advert placement. Carry out thorough audits of advertising campaigns. 
e. Obligate transparency. Require ad tech companies to adopt transparency standards that enable end-to-end validation of the advertising tech supply chain, and share full advertising campaign data with clients and researchers including placement and blocking data at the log level. 
f. Undertake audits. Require ad tech companies to carry out independent third-party audits and vetting of ad exchange supply partners.




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