ISA Unveils Media Charter For The Digital Ad Space; To Address Key Safety Issues

The recently introduced ‘ISA Media Charter’ by the Indian Society of Advertisers (ISA) aims to improve cooperation, security, and transparency in the nation's rapidly expanding digital advertising market. Four important playbooks—brand safety, viewability, ad fraud, and first-party data—have been released as a part of it,

"With over 70 years of advocating for advertisers, the Indian Society of Advertisers (ISA) has continually pushed the boundaries within the advertising ecosystem, promoting effective & effective advertising practices," says Sunil Kataria, chairman of ISA and CEO of Lifestyle Business, Raymond.

According to Kataria, the ISA Media Charter's introduction is a historic move that tackles the vital pillars of first-party data, viewability, ad fraud, and brand safety.

He adds, "As we embrace this next phase of digital transformation, the charter will play a crucial role in enhancing collaboration between advertisers, agencies, and publishers, ensuring that India’s digital advertising landscape grows stronger, safer, and more transparent."

"Key priorities for ISA's Media Forum were called out in the media charter released last year," states Tejas Apte, head of the ISA Media Forum and general manager of Media, South Asia, Unilever, further. We have collaborated on four playbooks over the past few months with publishers, agency partners, and ISA members."

By putting these playbooks into practice, ISA hopes to enhance end users' experiences while making digital advertising safe, transparent, and trustworthy for advertisers.

According to Ankit Desai, Co-chair of the ISA Media Forum and head of media, digital marketing, and brand PR (India & Global Centre of Excellence), Marico, the ISA Media Charter is also intended to provide marketers with greater information with which to make judgements.

"The ISA Media Charter will serve as a compass, guiding us towards more effective, ethical, and consumer-centric advertising practices as we navigate the complexities of the digital world," shares Desai. It demonstrates our dedication to creating an environment where accountability and creativity coexist peacefully.