Responsible advertising isn’t just a matter of social responsibility. It’s a crucial step towards building trust and securing long-term success. This matters more than ever in an increasingly digital and interconnected world, believes Jake Dubbins, co-founder of Conscious Advertising Network

The United Nations recognised this in their groundbreaking proposition to transform global cooperation in the online space. The Pact for the Future, drawing on the UN’s Global Principles for Information Integrity, challenges industries worldwide to create a safer, more ethical digital environment.

For advertisers, this is a call for cooperation to drive transparency, adopt human-rights-based policies and safeguard the integrity of the work they put out.

As one of the key advisors to the Global Principles, we at the Conscious Advertising Network think this couldn’t come at a more critical time, as our industry is under more scrutiny than ever. So what should advertisers be taking from the Pact for the Future, and implementing into their own practices?

Transparency and accountability start from the top down

Embracing these principles requires a top-down commitment to transparency and accountability in media planning and buying strategies. Leadership, including CMOs, CFOs, and CEOs, must know where advertising budgets go and what they support. Just as companies avoid unethical practices in their product supply chains, they must apply similar rigour to their ad placements, ensuring they are not inadvertently funding misinformation or unethical content.

Create a transparent supply chain

Transparency is fundamental to the Global Principles. The pact calls on ad tech companies to adopt standards enabling end-to-end validation in ad supply chains, giving advertisers full access to data on ad placements and content types. This insight enables brands to block inappropriate or harmful content, aligning their media strategies with ethical standards and enhancing campaign effectiveness.

Offer healthy incentives

A key aspect of the Global Principles is incentivising responsible advertising. Advertisers can impact the information ecosystem positively while enhancing business outcomes. Since advertising funds many digital platforms, transparency and accountability in ad placements are critical. Creating a transparent supply chain prevents reputational risks tied to harmful content. There’s little evidence that unvetted ad placements across countless sites are more effective than curated, high-quality environments, and brands are encouraged to seek more value-driven approaches.

Build a more ethical future

The Global Pact marks a significant step toward a more responsible advertising industry. By aligning with these principles, advertisers can foster a safer online environment for all. CAN believes advertisers can help address societal challenges, including misinformation, climate change, and conflict, by choosing partnerships that prioritise sustainability, diversity, and information integrity.

For news media, the Pact emphasises independence and transparency, urging them to report responsibly without financial conflicts of interest. Promoting transparency, accountability, and human rights not only safeguards brand reputation but also fosters a healthier, more ethical online ecosystem.

Embracing these principles allows advertisers to align their practices with consumer values, creating a trustworthy media environment for all.

Jake and The Conscious Advertising Network will be writing a column for MAD//Insight throughout the year.