Adweek reported that Havas Media Group is partnering with the Institute of Advertising Ethics to offer a free advertising ethics certification course to over 9,000 staffers and clients. Um, at least two gentlemen in the Havas network will not be eligible for the program.
Sorry, but Havas doesn’t deserve ethics-related accolades in any category. The place is certifiably unethical.
Havas Media Group Offers Free Ad Ethics Certification to Over 9,000 Global Staff and Clients
It's the first network to partner with the IAE to deliver this training at scale
By Olivia Morley
Today Havas Media Group announced it will offer an advertising ethics certification course to over 9,000 of its employees and clients. It’s the first network to partner with the Institute of Advertising Ethics (IAE) to roll out an independently-administered ethics certification.
The IAE, which is an educational foundation dedicated to the advancement of ethical advertising practices, developed the certification course in collaboration with the University of Creighton Business School and the University of Austin at Texas. The Certified Ethical Advertising Ethics (CEAE) is the first ethics certification the industry has ever seen.
Media networks are increasing their knowledge of and commitment to ethics, as the global spotlight turns toward data compliance, privacy violations and the media’s role in funding misinformation. Until now, there hasn’t been a formal ethics certification available for advertising professionals. The result of this has been a widespread lack of understanding and of established principles that agencies can fall back on for ethical guidance.
“Our industry, astoundingly, is virtually the only professional industry—unlike law, medicine, architecture, engineering, et cetera—that doesn’t have any sort of industry code of ethics or certification for ethics,” said Andrew Susman, founding chief operating officer at the IAE, noting that this will now change.
Ethics give agencies an edge
HMG’s commitment to media ethics is not new, evidenced by its investments in other initiatives. It was the first media network to join the Conscious Advertising Network, created the Meaningful Marketplace and launched the Social Equity Marketplace to promote minority and LGBTQ+-owned businesses. Within its Havas University education platform, the agency, like many others, has already been educating its employees on GDPR compliance and responsible advertising. What it was missing was a real framework that could streamline that education for employees and account for more of the complexities.
Offering the certification provides tangible proof of an organization’s commitment to producing advertising ethically.
As both consumers and brands become more invested in social good, they want to work with media partners whose values reflect their own.
“There’s a lot of interest from clients and increasingly from new business and procurement interest in this as well,” said Ben Downing, global managing director, ethical media and strategic partnerships at Havas Media Group. Downing also serves on IAE’s advisory council.
Havas plans to have most of the network in North America certified by the end of the year.
It doesn’t stop at Havas
Ethics, according to Downing, can extend to many things. Some include issues of brand safety and ensuring that clients are not using discriminatory ad filters that impact minority creators. For example, putting “LGBTQ+” on a blocklist.
The digital course includes three video lecture modules and an assessment and is available to HMG staff through Havas University. Clients will be able to access the course in the coming week. Accredible.com is administering the CEAE certification, making it possible for individuals to carry the credential with them should they leave the agency.
“These individuals are being gifted by Havas with the certification, which will be their own personal certification and which will travel with them wherever they go,” said Susman. Within a year or slightly more, the IAE estimates it will have certificates at virtually every large network.
Marketing and communications students will soon be the next generation of practitioners, said Susman. For a small fee, HMG’s support will also allow students, apprentices and those new to the industry to earn the certification. It’s not discipline-specific, making it applicable to employees and students at all levels and in all advertising roles.
The outcome of this initiative will raise “the professional identity of the advertising professional, so that when people come in the frame is more positive,” said Susman, noting that the threshold of acceptable behavior will be higher. “Right now you have people inside of agencies, and they have zero reference point, nothing to even grab on to.”
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