MFA Updates Transparency Framework For Advertisers & Agencies

MFA Updates Transparency Framework For Advertisers & Agencies

The Media Federation of Australia (MFA) has released the 2021 MFA Transparency Framework, outlining a set of best-practice principles of transparency for agencies and advertisers to follow.

First developed by the MFA Board and executive in 2015, the updated Framework reflects progress and changes in the marketplace, and moves to a principles approach to accommodate the dynamic nature of the advertising industry and particularly the digital supply chain.

The aim of the Framework is to set clear expectations for agencies and advertisers in the areas for transparency and accountability and to establish how both parties should operate.It is the cornerstone of the MFA transparency agenda, a long-term program of transparency aids and activities addressing advertiser concerns around media transparency and accountability.

Key initiatives include the world-first Successful Agency Pitching Guide (2021), the updated Australian Digital Advertising Practices (2020, developed in partnership with the AANA and IAB), and the Best Practice Contracting Guide for Advertisers & Agencies (2019).

The principles of transparency for agencies and advertisers to follow, as set out in the MFA Transparency Framework, are:

  1. Disclosure
  2. Education
  3. Accountability
  4. Sustainable Contracts

The Framework outlines ways in which advertisers and agencies can adhere to the principles, including disclosure of rebates, commissions and value banks; ethics training every two years for agency personnel; auditing of agencies’ advertising spend deployment; and balanced and fair contracts.

MFA members are required to re-commit to the MFA Transparency Framework as part of the annual membership renewal process.

Sophie Madden, CEO of the MFA, said: “MFA member agencies are particularly proactive in their efforts to increase the integrity of digital marketplaces and implement stricter standards and best-practice advertising as demonstrated by the work they’ve done to date – including the quick introduction of the EU’s General Data Protection Regulation, for example. Nevertheless, transparency is an ongoing issue because of the complexity of the digital marketplace and constant, rapid technological advancements.

“By setting out clear guidelines on how to operate, the MFA Transparency Framework is a valuable tool for both clients and agencies. The MFA will continue to update the MFA Transparency Framework in the future, to ensure it aligns with significant changes in the market.”

The AANA contributed to the content and has endorsed the MFA Transparency Framework.




Please login with linkedin to comment

The Media Federation of Australia

Latest News

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]

MKTG Launches PR & Talent Division Realigning Business Structure
  • Marketing

MKTG Launches PR & Talent Division Realigning Business Structure

Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]