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IPG Mediabrands and dentsu join Conscious Advertising Network


The Conscious Advertising Network (CAN) has announced its newest members – dentsu and IPG Mediabrands.

Both media agencies have commited to CAN’s ethical business practice manifestos in order to retain membership, which cover seven main areas: hate speech; dis/misinformation; diversity and inclusion; children’s wellbeing; informed consent, advertising fraud, and climate and sustainability.

Launched in 2019, CAN is a UK-based voluntary coalition of over 150 organisations, who share a vision to ensure industry ethics catch up with the technology of modern advertising.

Two of dentsu’s agencies, Merkle and gyro, have been members of CAN since the coalition’s launch. Today, dentsu is building on this existing relationship to expand its membership and become a global member of the network. Dentsu joins CAN to support its 2030 Social Impact strategy and global vision of delivering people-centred transformations that shape society.

Mediabrands is a community-driven group of 13,000 media and marketing specialists, with a commitment to brand values and media responsibility, ensuring clients always act in the best interests of the communities they serve. By aligning with CAN’s manifestos, Mediabrands will continue to drive ethical business practices throughout its portfolio of brands.

Anna Lungley, chief sustainability officer, dentsu (international markets), said: “As one of the world’s largest digital media and advertising companies, we recognise the role we play in shaping culture and societal norms. As architects and designers of this digital world, we have a responsibility to ensure it is safe, inclusive, ethical and sustainable.”

Erika Foster, director, standards & investment products at IPG Mediabrands agency Magna, said: “Mediabrands has been committed to driving industry accountability and powering responsible advertising investment through the publication of our Media Responsibility Index for a number of years. We are proud to continue this commitment by joining like-minded advertisers, agencies, tech providers and our wider community as a CAN member.”

Harriet Kingaby and Jake Dubbins, co-founders at CAN, added: “At CAN, our goal is to break the economic link between advertising and harmful content. Having such key players in the global media and advertising industry joining us on this mission is an exciting step for us all.”

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