The World Federation of Advertisers (WFA) is the only global organization representing the common interests of marketers.

A Unique Worldwide Network

The WFA membership is a unique, worldwide network of 55 National Advertiser Associations on five continents and over 40 of the world’s top 100 marketers.

Through them, WFA incorporates more than 10,000 businesses operating in a broad spectrum of sectors at national, regional and global level. This network represents around 90% of global marketing communications, totaling almost US$ 700 billion annually.

Active on five continents

Together with its members, WFA is able to initiate proactive transnational campaigns and to meaningfully intervene in the event of issues which impact our members in the fields of regulatory or media affairs.

In 2005 alone, the WFA championed the interests of its members in over 30 countries worldwide while making significant regulatory interventions in 12.

At a national, regional, and global level across five continents, WFA advocates:
The fundamental importance of marketing communications to the global economy;

• A better understanding of marketing communications, the promotion of consumer choice and its benefits;
• The sharing of excellence and good practice in marketing communications among its members;
• Effective advertising self-regulation, by encouraging its members to actively endorse and comply with established self-regulatory codes of conduct;

A powerful collective voice

WFA offers marketers a unique global platform to agree on common issues and to voice concerns that significantly impact the effectiveness of their ad spend. To achieve this, WFA is:

• Taking the lead in setting global best practice standards in the field of media and advertising (WFA Media Charter, Global Guidelines on TV Audience Measurement, etc.);
  
• Speaking out on behalf of its members when local practices fall short of global best practice standards (e.g. WFA is helping to set up the first Joint Industry Committee in China to enable the advertising industry to manage audience measurement);

- WFA Working Groups

WFA’s Working Groups cover a wide spectrum of activities designed specifically to address the challenges faced by today’s global marketers.

Each Working Group comprises senior industry representatives from a variety of sectors and representatives from National Advertiser Associations from across the globe:

WFA’s Media Committee, Sponsorship TaskForce and Global Communications Procurement Action Group (Global COMPAG) strive to inform and lead industry in their optimization of marketing communications spend via experience exchange and best practice sharing.

The European Action Group and the Responsible Advertising and Children Programme both work with EU institutions and supra-national bodies such as the World Health Organisation (WHO), as well as non-industry stakeholders, to defend the right of marketers to advertise responsibly and strengthen effective advertising self-regulation at a European and global level.

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