The ad business is our business so we make sure we are always talking to the right people about the things that matter. And there are a lot of people to talk to. From the advertisers, the media, research companies, and regulatory bodies to the UK Government and all the advertising-related trade bodies in the UK and around the world. We make it our business to be sure they know the facts and not the fiction. It's easy to see why it's a full time job.
And we don't just talk. We also put our money where our mouth is.
We are major financial contributors to The Advertising Association (AA) which protects the freedoms to be able to advertise responsibly. And we financially contribute to and sit on the board of all the Joint Industry Committees (JICs) too.
There are eight JICs. All have been independently set up to verify audience measurement data. They include ABC, BARB, JICPOPS, JICREG, JICWEBS, PAMCo, RAJAR and UKOM. Supporting the JICs is a huge investment and it underlines our commitment to best practice standards.
We also work closely with the Incorporated Society of British Advertisers (ISBA) on areas of mutual interest. Whether it is on day-to-day issues such as good pitch practice and contracts or major lobbying projects such as brand safety and media transparency.
Maintaining an effective self-regulatory system which serves as a blueprint for successful advertising regulation around the world is a big commitment of ours. So we are proud to have been part of The Committee of Advertising Practice (CAP) from the very start. CAP makes sure that the Advertising Codes are legal, decent, honest and truthful and protect vulnerable members of society.
Our operating style is diplomatic but there's the odd occasion when behind closed doors diplomacy fails and we need to go public. For example:
Campaign reported: 'After what we can assume were years of quiet lobbying behind the scenes, the IPA roared last week with its public letter to the Cabinet Office Minister, Francis Maude complaining about the calamitous Government Procurement Service process for the selection of agencies to the creative services and strategy and planning frameworks. It informed Maude that its members had passed a vote of no confidence in the GPS’s ability. In a remarkable result, it worked – the Cabinet Office has agreed to meet with the IPA.'
In partnership with ISBA we formally called upon Google, YouTube and Facebook to urgently act on brand safety, video audience measurement and viewability. We aimed to deliver the necessary global standards in online advertising verification and cross-platform video advertising audience measurement. This call has seen the digital duopoly sign up to the Digital Trading Standards Group DTSG best practice standards and has initiated a number of progressive actions. which are ongoing.
We're here to make sure our members' voices are heard, wherever it matters. It's why being an IPA member makes sense. We are the power behind the practitioners.