The Conscious Advertising Network (CAN) has announced its official launch. Its stated aim is to “take a stand against unethical practice in advertising”. It’s mission is to stop advertising abuse by highlighting the conscious choices advertisers and agencies can make to ensure good practice.

CAN is a voluntary coalition of over 30 organisations set up to ensure that industry ethics keeps pace with the technology of modern advertising. Its partners at launch include organisations ranging from campaigning groups – Show Racism The Red Card; Stop Funding Hate; TellMAMA – to agencies such as Accenture Interactive; The 7 Stars; Merkle Periscopix; and Media Bounty. And brands such as The Body Shop, eCover and British Boxers. Other partners include JICWEBS and the National Union of Students.

Speaking at a launch event this morning, CAN co-founder Jake Dubbins said: “We’re delighted with the response and the support we’ve received so far from so many prestigious organisations. The advertising industry, from brands and agencies to ad tech, is perfectly placed to consciously change both their operations and the content they produce in pursuit of making communications that are better for all. It is CAN’s ambition to eradicate ad fraud, prevent brands from funding hate speech or deliberately misleading ‘fake news’ and to ensure that people are viewed as active, consensual participants in their own online experience.”

CAN has developed a set of six manifestos, with the aim of getting its principles embedded in every UK agency brief. These are: anti ad-fraud; diversity; informed consent; hate speech; children’s wellbeing; and fake news.