EACA Releases Guidelines on Brand Safety and Empowering Quality Media

Brussels, 29th March 2022: The European Association of Communications Agencies (EACA) has released new Guidelines to provide advertisers and their agencies with a framework for best practices to ensure Brand Safety in the context of the Ukraine/Russia crisis.

The ongoing conflict in Ukraine poses serious challenges for media and communications agencies. It is crucial that they continue to support quality journalism, demonetise dis-and misinformation and implement targeted and effective brand safety measures.  

The Guidance addresses the concern of taking a responsible approach to brand safety and lays out how best to tackle misinformation and disinformation in the current situation. Moreover, the guidance provides for specific actions on what do to and what to avoid doing when it comes to advertising responsibly in times of crisis.

The paper was produced by EACA’s Media Quality task force, led by Stevan Randjelovic, Brand Safety and Digital Risk Director at Group M, and Tom Burns, Head of Standards and Partnerships EMEA at Publicis Group.

This is an industry initiative involving all 6 global media agency networks that have aligned on and endorsed the document: GroupM, Omnicom Media Group, Publicis Group, Mediabrands, Dentsu, and Havas.