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ISA charter to keep a check on media ecosystem with agencies and publishers

To establish detailed and precise agreements between advertisers and media agencies, ISA has also launched the model media agency agreement template

The Indian Society of Advertisers (ISA), the apex national body representing advertisers across the country, announced the official launch of the ISA Media Charter. This initiative aims to safeguard the interests of brands by promoting fair and transparent practices in the advertising industry.

The ISA Media Charter's key focus areas include:

ISA model media agency agreement

To establish detailed and precise agreements between advertisers and media agencies, particularly considering the substantial media flow and the complexities of the media ecosystem, The Model Media Agency Agreement template was launched.

The template for the Model Media Agreement serves as an initial framework to facilitate personalised agreements tailored to individual media agencies.

In a statement, ISA said, “We recognise that every negotiation is unique, and modifications to the template's terms are expected as discussions progress.”

Zero tolerance to ad-fraud

To create a vigilant environment in the industry where ad fraud is unequivocally condemned and stringent measures are adopted to eliminate fraudulent practices.

Brand safety

To ensure brands are showcased in secure environments, free from content that may harm their reputation.


To address the challenges posed by digital advancements and to ensure ads are genuinely viewable by the target audience.

Common minimum standard for first-party data

To establish guidelines for the responsible collection and usage of consumer data, prioritising privacy and consumer protection.

Cross-screen measurement

To develop unified measurement standards for both TV and digital platforms, enhancing advertisers' ability to gauge their campaigns' success across various media channels.

Sunil Kataria, Chairman of ISA and CEO-Lifestyle Business, Raymond, stated, “The ISA Media Charter is a groundbreaking milestone in the organization's ongoing efforts to shape an efficient and effective advertising landscape in India. As India's advertising media spending continues to surge, it becomes essential to have a clear and equitable framework that protects the interests of brands and fosters healthy relationships between advertisers and media agencies.”

Tejas Apte, ISA Media Forum Head and General Manager- Media, South Asia, Unilever, added, " The ISA Media Charter outlines the priorities that all advertisers have on top of the mind. The charter focuses on creating a fair and transparent media ecosystem with agencies and publishers while keeping the consumer’s interest at the heart of it. As the digital ecosystem evolves, the challenges to brand safety and viewability will get more acute and the same need to be addressed. The media charter will evolve a common minimum standard on first-party data collection and usage to safeguard consumer privacy. The other important aspect of the media charter is to evolve a cross-screen measurement for TV and digital.”

Ankit Desai, ISA, Media Forum Co-chair and Head -Media, Digital Marketing and Brand PR (India and Global Centre of Excellence), said, "The Indian Society of Advertisers is committed to promoting best practices and standards. The launch of the ISA Media Charter is a testament to our dedication to creating a transparent and mutually beneficial ecosystem for advertisers, media agencies and media partners. We believe this initiative will pave the way for collaborative partnerships that drive innovation, efficiency, and growth."


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