WFA Media Charter
Objectives
- Advertisers expect their messages and advertisements to be planned and executed in the right media at the right moment in time and space to reach the agreed target effectively and efficiently.
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Advertisers seek:
- unimpeded and unrestricted access to all available media
- the freedom to advertise all legally produced and traded goods and services in all countries without restrictions (subject to the national laws and regulations complemented by the national and/or international codes of practices governing marketing communications).
- Advertisers retain the right to challenge any regulations which act as restraint on legitimate free buying of media space.
- Advertisers support the principle of mutual recognition, wherein advertising which meets the regulations in its originating country may be exported for exposure in other territories.
- Advertisers prefer effective self-regulation through appropriate self-regulatory bodies within a meaningful legal framework, to imposed statutory regulation. Advertisers encourage all their partners in the advertising and media industries to support and pursue this goal.
- Notwithstanding this, advertisers urge their partners in the media and advertising industries to conform with their relevant advertising standards bodies and uphold their rule in the interim.
- In pursuing their objectives, advertisers have full consideration and respect for consumers' and audiences' privacy. They equally have full consideration and respect for the editorial independence, and policies, of publishers and other content providers and distributors.
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