The ISA Media Charter includes 6 key focus areas that will particularly impact digital agencies.
The Indian Society of Advertisers (ISA), the national body representing advertisers across the country, has officially announced the launch of the ISA Media Charter, a far-reaching initiative that aims to safeguard the interests of brands by promoting fair and transparent practices in the advertising industry.
The ISA Media Charter was released on Wednesday and has 6 key focus areas:
  1. ┬áISA Model Media Agreement: To establish detailed and precise agreements between advertisers and media agencies, particularly considering the substantial media flow and the complexities of the media ecosystem, The Model Media Agency Agreement template, was launched today. The template for the Model Media Agreement serves as an initial framework to facilitate personalized agreements tailored to individual media agencies. ISA recognizes that every negotiation is unique, and modifications to the template’s terms are expected as discussions progress.
  2. Zero Tolerance to Ad Fraud: To create a vigilant environment in the industry where ad- fraud is unequivocally condemned and stringent measures are adopted to eliminate fraudulent practices.
  3. Brand Safety: This is to ensure brands are showcased in secure environments, free from content that may harm their reputation.
  4. Viewability: To address the challenges posed by digital advancements and to ensure ads are genuinely viewable by the target audience.
  5. Common Minimum Standard: To establish guidelines for the responsible collection and usage of consumer data, prioritizing privacy and consumer protection.
  6. Cross-Screen Measurement: To develop unified measurement standards for both TV and digital platforms, enhancing advertisers’ ability to gauge their campaigns’ success across various media channels.

The 6 aspects of the ISA Media Charter are undoubtedly areas require attention, as conversations around data privacy and data ownership have been increasing over the past few years. However, placing the responsibility squarely on agencies rather than advertisers may provoke controversy, although only time will tell how this will affect the advertising industry moving forward.

Sunil Kataria, Chairman of ISA and CEO-Lifestyle Business, Raymond Ltd., has asserted that ISA has been the unwavering voice of advertisers for over 70 years, championing education, support and protection for its members. He believed that the ISA Media Charter is a significant milestone in ISA’s ongoing efforts to shape an effective and efficient advertising landscape in India, as it provides a clear framework that safeguards the interests of brands and fosters healthy relationships between media agencies and advertisers.
The ISA has invited advertisers, media agencies and stakeholders in advertising to join hands in order to implement the ISA Media Charter and ensure a more transparent industry.