French advertisers commit to a more responsible digital ecosystem

15 advertisers announced their commitment to focus their advertising budgets on more quality digital media as part of FAIRe, a responsible marketing programme launched by the Association of French Advertisers (UDA) to address emerging issues in the advertising industry, rebuild trust and reconnect brands with people.



Now in its second year, FAIRe brings together advertisers and other industry stakeholders through 15 commitments around five themes, with each year focusing on one of the commitments. In 2018, signatories focused on their commitment to combat the recurrence of stereotypes in advertising. For 2019, the focus will be on responsible marketing communication in the digital environment that will cover pressing industry issues such as brand safety, fake news and the online ad experience.

As part of this year’s commitment, 15 advertisers signed a manifesto stating that their brands will give priority to Digital Ad Trust (DAT)-labelled websites in their digital spending. DAT is a label in France that certifies websites that commit to responsible advertising practices and covers areas like brand safety, viewability, ad fraud, user experience and protection of personal data. It also refers to industry standards such as the Better Ads Standards and involves industry-certified verification tools.

The 2019 FAIRe signatories include: AccorHotels, Allianz France, AXA, BNP Paribas, Citroen, Coca-Cola France, EDF, Ferrero, Galeries Lafayette, La Poste, Nestlé France, Orange, Procter & Gamble France, Renault and SNCF.

For more information, please contact UDA.