{"text_format":"2","workbook":"xlsx","n_sheets":6,"sheets":["1.Misinformation","2. Hate Speech","3. Childrens Wellness","4. Informed Consent","5. AntiFraud","6. Diversity"],"not_rendered":{"charts":0,"images":0,"macros":0,"external_links":0,"defined_names":0,"comments":0,"pivot_tables":0},"unopened":[],"bounds":{"document_bytes":16777216,"sheet_cells":100000,"run_cost":"one","rows_first":2000,"rows_last":500,"rows_between":2000,"halvings":0,"cell_chars":16384,"cell_head_chars":4096},"cells_cut":0,"cells_raw":0,"read":"whole","date_system":"1900"}

{"sheet":"1.Misinformation","index":0,"n_rows":20,"n_cols":5,"rows_kept":20,"cut":false,"hidden":false,"merged":[[2,2,2,4],[5,2,5,4],[13,2,13,4],[18,2,18,4],[8,2,8,4]]}
[]
[null,"Manifesto Guidelines","Responsibility","Are we adhering?","What do we have in place?"]
[null,"Ad placement & transparency - This subject encompasses misinformation, clickbait and intentionally misleading advertising content. Deception can be driven by a range of motives: often political or commercial. The ASA has a clear mandate to tackle deceptive advertising and clickbait, so this manifesto will focus predominantly on intentionally deceptive content. Advertisers should develop internal policies that include:"]
[null,"A misinformation policy, which identifies what it is, and what the company’s expected behaviours are when dealing with it, based on your brand values and definitions in The 4A’s white paper, which defines disinformation as content created or distributed with the intent to deceive, while misinformation is distributed without the intent to deceive.\n"]
[null,"Special policies to address sensitivities around protected/diverse groups’ understanding of health related issues, and related to climate misinformation. Please refer to the Change the Narrative report on climate, and Avaaz for health based information.\n"]
[null,"Ad placement strategy - Given that many news organisations take a polarising position to identify themselves with a target user segment, the differentiation between subjective, partisan journalism and fake, irresponsible and low-quality journalism is not clear-cut and subjective decisions will have to be made.​​ Advertisers should:"]
[null,"Endeavour to avoid advertising with sites which commercialise inaccuracies, distort facts, and do not clearly label opinion and conjecture, harass individuals, peddle rumours, hoaxes and conspiracy forcommercial gain, or which promote misinformation about climate science or public health. And report to the AOP, and regulators, the publications or platforms that do."]
[null,"Seek to ​positively support​, through advertising, media which display the ​18 clauses​ of quality and trustworthy journalism set out by the Reporters Without Borders ​Journalism Trust Initiative​ (JTI), and which have been certified by the JTI."]
[null,"Audit publishers on your inclusion list by:"]
[null,"Complying with the AOP Ad Quality Charter around supply chain auditing."]
[null,"Assessing their policies against misinformation, disinformation, harmful content & enforcement.\n"]
[null,"Using third parties to inform your vetting (GDI, NewsGuard sites with a score above 90, Storyzy etc.)"]
[null,"Disinformation is often paired with fraud. Use all verification reporting (high fraud, low viewability, blocked for other harmful content etc.) as a proxy to understand the quality of the domain/app. Please refer to the Ad Fraud Manifesto for more details."]
[null,"Audit suppliers – SSPs, DSPs, social platforms, by assessing:"]
[null,"Their policies against misinformation, disinformation, harmful content & enforcement."]
[null,"3rd party technology partners they work with."]
[null,"1st party controls to prevent monetisation of mis/disinformation."]
[null,"Cross matching their supply with: \nKnown lists of disinformation sites, such as those maintained by The Global Disinformation Index, NewsGuard, Centre for Countering Digital Hate, Desmog, EU Database.\nIP infringing domains (PIPCU & WIPO), known fraudulent domains."]
[null,"Ad placement & transparency\n"]
[null,"Avoiding misplacement of ads through rigorous use of ad-verification tools, inclusion lists, and manual vetting.\n"]

{"sheet":"2. Hate Speech","index":1,"n_rows":13,"n_cols":5,"rows_kept":13,"cut":false,"hidden":false,"merged":[[2,2,2,4],[7,2,7,4]]}
[]
[null,"Manifesto Guidelines","Responsibility ","Are we adhering?","What do we have in place?"]
[null,"Advertiser behaviour"]
[null,"Adopt and apply ISBA’s best practice guidelines on mitigating disinformation, hate speech and objectionable content"]
[null,"Use our influence to encourage the online platforms we advertise with to implement effective processes for swiftly identifying and remove hate speech"]
[null,"Endeavour to avoid advertising with media outlets that fuel hatred on the grounds of race, religion, nationality, migration status, sexuality, gender or gender identity, disability or any other group characteristic"]
[null,"In assessing whether a publication or platform has crossed the line, we will be guided by international human rights principles, including those outlined in the United Nations-backed Rabat Plan of Action. This aims to tackle hate speech while also respecting the right to freedom of expression."]
[null,"Media behaviour - Media behaviour of particular concern would include publishing or broadcasting:"]
[null,"Statements which incite violence or discrimination against a particular group"]
[null,"Dehumanising language (e.g. “rats” or “cockroaches”) to describe a particular group"]
[null,"Negative misinformation targeting a particular group"]
[null,"Stories about a particular group which are overwhelmingly negative"]
[null,"Coverage which makes unnecessary references to race, religion, gender and other group characteristics that may promote intolerance."]

{"sheet":"3. Childrens Wellness","index":2,"n_rows":16,"n_cols":5,"rows_kept":16,"cut":false,"hidden":false,"merged":[]}
[]
[null,"Manifesto Guidelines","Responsibility ","Are we adhering?","What do we have in place?"]
[null,"Consult with regulatory bodies to ensure anything produced is in no way detrimental to children’s health"]
[null,"Where possible, communicate with parents regularly when planning campaigns to better understand the impact of advertising on children"]
[null,"If targeting the ‘family’ audience, follow the same ASA guidance as outlined for children"]
[null,"Include a diverse variety of positive role models throughout all advertising to offer a realistic and representative reflection of society"]
[null,"Label advertising clearly and upfront, using language that can be easily understood by the target audience"]
[null,"Promote positive messaging and values throughout campaigns and avoid glamourising negative lifestyles and behaviours"]
[null,"If advertising to under 13s, use a child-safe technology platform, such as SuperAwesome, to ensure safe, digital engagement with no data collection"]
[null,"Check out guides and news on new apps, games and social media sites using a platform such as NSPCC’s Net Aware"]
[null,"Use sophisticated targeting mechanisms, such as combining age verification targeting with interest targeting, to help reduce exposure to age inappropriate advertising"]
[null,"Implement strong age verification systems on websites and avoid using platforms to advertise through that do not have an age verification system in place"]
[null,"Consider financially incentivising your media buyer to ensure transparency around media placement"]
[null,"Ensure your digital media vendor is using a brand safety tool, such as JICWEBS"]
[null,"Ensure you are able to justify ad placement choices, particularly in new ad formats"]
[null,"If running an influencer campaign, take into account their social following through demographic analysis. This should be done using either a self-service tool or by using an intermediary such as Takumi or a media agency. Ensure that a large percentage of influencer’s following are not “children” unless campaign has positive message that takes into account their wellbeing"]

{"sheet":"4. Informed Consent","index":3,"n_rows":16,"n_cols":5,"rows_kept":16,"cut":false,"hidden":false,"merged":[[2,2,2,4],[7,2,7,4],[12,2,12,4]]}
[]
[null,"Manifesto Guidelines","Responsibility ","Are we adhering?","What do we have in place?"]
[null,"Data, respect and transparency - Promote real clarity, choice and control around how personal data will be used, what people receive in return, and options for users to tailor their online experience as a result by:"]
[null,"Viewing GDPR compliance as a minimum standard and the recent WFA manifesto as the achievable leadership position"]
[null,"Using ‘legitimate interest’ as a reason to continue contacting people only if consent has been sought/interaction taken place in the last year"]
[null,"Work with suppliers and media owners to understand and monitor how they collect data, what data they collect, and why they collect it. Any non-compliance should be highlighted and reported. "]
[null,"To report any non-compliance to the platform/publisher/ICO involved"]
[null,"Promoting active data ownership and informed consent by:"]
[null,"Clearly communicating what personal data is held and how it is used, providing tools that allow the data owner to make choices about its storage and use"]
[null,"Using terms & conditions that are concise, accessible and in plain language"]
[null,"Minimising data collection, and storage as per the WFA manifesto and using that data in a way that benefits people, whilst not harming society"]
[null,"Continuously improving processes, including using ‘opt in’ data or ad formats where possible, and co-creating new ad formats/consent methodologies with people"]
[null,"User experience - To create a respectful experience for people online, that they understand and enjoy, whilst delivering effective advertising that achieves advertiser aims by:"]
[null,"Ensuring that publishers, agencies and ad tech companies align to meet both people’s needs and original intent of campaign"]
[null,"Prioritising quality of reach & better targeting, over metrics based on quantitative reach"]
[null,"Using targeting techniques that are accurate, respectful and helpful, involve people’s input where possible, use frequency caps and take a strategic approach to retargeting"]

{"sheet":"5. AntiFraud","index":4,"n_rows":27,"n_cols":5,"rows_kept":27,"cut":false,"hidden":false,"merged":[[2,2,2,4],[9,2,9,4],[22,2,22,4]]}
[]
[null,"Manifesto Guidelines","Responsibility","Are we adhering?","What do we have in place?"]
[null,"Support anti-fraud initiatives - Register and become certified for the JICWEBS Anti-Fraud initiative. Follow the Good Practice Principles which have been discussed, agreed, and ratified by the advertising trade bodies for the UK (ISBA, IPA, IAB, AOP):"]
[null,"All should educate themselves on traffic fraud and the risks that it poses to business."]
[null,"Adopt policies and strategies to identify fraud and mitigate its impact."]
[null,"Advertisers should set clear objectives for media campaigns that focus on the measurement of real ROI, which is difficult for fraudsters to falsify"]
[null,"Practice safe sourcing and trust only business partners who have earned trust"]
[null,"Implement technology, such as Ads.txt, to track and detect fraud"]
[null,"Filter traffic through tech vendors who prioritise fraud detection"]
[null,"Use Anti-Fraud Vendors"]
[null,"Identify and implement an independent 3rd party technology to optimise towards client campaign goals"]
[null,"Use vendors who specialise in detecting and reducing traffic fraud"]
[null,"Monitor 100% of supply, do not rely on sampling or only measure assumed high risk partners"]
[null,"Assess vendor competence using the TAG's invalid traffic taxonomy"]
[null,"Vet Media Partners"]
[null,"Keep supply chains short - working with TAG or IAB Gold Standard certified partners who use certified vendors and media partners where possible."]
[null,"Aim to understand the provenance of all media, and avoid non-disclosed media. "]
[null,"Establish a media/partner vetting process which specifically looks at fraud by checking historical fraud levels, traffic composition, and ads.txt."]
[null,"Implement technology, such as Ads.txt and App-Ads.txt, to track and detect fraud. Use best practice as defined by the IAB Tech Lab to ensure media partner compliance with these tools, including Ads.cert."]
[null,"Establish Sellers.json and SUPPLY CHAIN OBJECT as a pre-condition for all SSPs."]
[null,"Where possible, seek OMSDK certification for viewability measurement. "]
[null,"Host an internal list of high-risk domains or partners for the wider organisation to avoid, using criteria within CAN manifestos, the infringing website list (IWL) and resources such as TAG’s Data Centre IP List (DCIP), to identify IP addresses that have been identified as having a high risk of being the origin of invalid traffic (IVT) – or of generating IVT. "]
[null,"Communicate progress and issues"]
[null,"Host an internal list of high-risk domains or partners for the wider organisation to avoid."]
[null,"Where fraud has been identified at scale – share the domains with the appropriate Trade Body and the platform they have been sold through"]
[null,"Contractually clarify measurement to be used and financial penalties if campaigns are impacted by fraud"]
[null,"Train all staff members involved in ad trading to use best practice outlined in the JICWEBS document and ensure they check their partners are also subscribed to this process"]

{"sheet":"6. Diversity","index":5,"n_rows":35,"n_cols":5,"rows_kept":35,"cut":false,"hidden":false,"merged":[[16,2,16,4],[26,2,26,4],[30,2,30,4]]}
[]
[null,"Manifesto Guidelines","Responsibility","Are we adhering?","What do we have in place?"]
[null,"Brands to ask agencies"]
[null,"Does the agency you're working with have a commitment to I&D? "]
[null,"What is their vision/mission for this and how does it show up as part of their agency ethos?"]
[null,"What is representation like at board/C-suite/throughout the business? "]
[null,"What is your agency’s gender pay gap? BAME pay gap? Disability pay gap?"]
[null,"Are they accredited with the Creative+ Media Equality Standard from Creative Equals?"]
[null,"Have you considered your own bias in research and strategy? "]
[null,"Is the creative brief reflective of the audience you want to reach? "]
[null,"What is the representation of the teams working on the brief?"]
[null,"Is your agency aware of the ASA gender stereotyping standards set in 2019?"]
[null,"Have you outlined requirements for inclusive work (including accessibility)?"]
[null,"What will representation look like on screen and behind the screen?"]
[null,"What are the agency's supply chain commitments? Will the production chain be diverse and inclusive (are they signed up to FreeTheWork)? How will the work be cast?"]
[null,"Where will your ads be served? Which sites are you supporting? Is your media play inclusive, whether this is online or OOH?"]
[null,"For agencies/teams creating creative work"]
[null,"Have you considered bias in the strategy? Where are the blindspots? Have you considered inclusion in  the insights and how does this show up in the strategy? Have you referred to the WFA Guide to Potential Areas for Bias in the Creative Process?"]
[null,"At the brief stage, check your ‘assumptions’: are they rooted in stereotypes? As with brands, does your team fully understand the ASA Guidelines on Gender Stereotyping?"]
[null,"Are the team working on the brief the right ‘narrators’ for this work? Or how could you sense check ideas with authentic audiences?"]
[null,"Has your creative team undertaken bias training? "]
[null,"Learn how to identify any areas of concern, such as potentially tone-deaf and inappropriate content and poor web accessibility through adding a ‘diversity lens’ "]
[null,"Put a process in place that encourages ways of pushing back on inappropriate content –one that points to a business case and protects the individual making the case "]
[null,"Enable other audience groups to be a part of the feedback process for awider representation of voice. How are you checking this work with the right focus/testing groups?"]
[null,"How will this work be produced/cast/measured? What roles will different demographics play? "]
[null,"What is your supply chain diversity policy?"]
[null,"Media placement & ad serving"]
[null,"Consider your ‘brand safety’ settings, are they inclusive of minority audiences?"]
[null,"There are huge opportunities to go far beyond ‘not just excluding minority audiences’ in terms of actively including relevant media titles in your campaigns, partnering with them to better understand this audience and shape content, even helping create unique and diverse campaigns which you can actually expand out to a much broader audience too."]
[null,"Be careful how you use data in this space. Sexual orientation is a protected characteristic and while you may be able to infer this about people based on their browsing activity etc. it is relatively irresponsible to then retarget them with creative based on this fact as they browse the web."]
[null,"Recruitment"]
[null,"Have all your teams trained in ‘Inclusive recruitment’, making sure they understand their biases are barriers to hiring for difference. "]
[null,"Hire from alternative websites, like The Dots(61% women, 33% BAME, 15% LGBTQIA+) and use blind hiring methods. "]
[null,"Evaluate candidates fairly using scorecards, structured questions and join the Disability Confident Recruitment Scheme.  "]
[null,"Support grassroots initiatives that foster entry talent like The Ideas Foundation, Brixton Finishing School, IPA’s Creative Pioneers, and D&ADShift."]