Mumbai: The Indian Society of Advertisers (ISA) has launched the ISA Media Charter, a comprehensive programme with the objective of safeguarding brand interests in the advertising sector through the promotion of fair and transparent practices.

The ISA Media Charter has six key focus areas, including the ISA Model Media Agency Agreement, zero tolerance to ad fraud, brand safety, viewability, the common minimum standard for first-party data, and cross-screen measurement.

As per the association's statement, the creation of the model media agency agreement template serves the purpose of establishing precise and transparent agreements between advertisers and media agencies. This becomes particularly important due to the complex and extensive flow of media and the intricacies involved in the media ecosystem.

In order to give utmost importance to privacy and consumer protection, the charter also sets forth guidelines for the responsible collection and utilisation of consumer data.

Additionally, the charter strives to provide unified measurement standards for both television and digital platforms, enabling marketers to effectively assess the performance of their campaigns across various media channels.

ISA is the apex national body representing advertisers across the country.