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Making an informed decision

A guide to asking the right questions at the right time on sensitive and potentially controversial client sectors

This report is about helping advertising agencies make informed, ethical decisions when considering whether to work in potentially controversial or sensitive client sectors. It provides a framework for assessing companies beyond their briefs, looking at factors such as lobbying practices, supply chains, environmental impact and the societal consequences of their business models or products.

Against the backdrop of increasing misinformation and global risks such as climate change, the report emphasises the advertising industry’s power to influence behaviour and public opinion. Its core message is that agencies should use this power responsibly, act with integrity and align themselves with clients whose values and actions reflect that same responsibility.