An initiative for reliable information and advertising

October 2, 2019 | General

On 2 October 2019, industry associations in Poland joined forces to promote reliable information and advertising. The most important associations of the marketing and media industry take action to ensure reliability of information and advertising. Marketing Communication Association SAR and partners: IAA Poland International Advertising Association, Chamber of Press Publishers, Internet Industry Employers Association IAB Poland, Association of Public Relations Companies. This is a grass-root initiative implementing the strategy against disinformation by the European Commission.

An initiative for reliable information and advertising – full text


Media freedom is one of the most important guarantors of democracy. Under the banner of media freedom, however, there is a rapid spread of phenomena that threaten our access to reliable and truthful information. Hate speech, online troll activity, so-called “fake news” and artificial advertising traffic generated by automated systems, rather than people, have an effective influence on opinions, falsify reality and also bring huge financial losses to companies that rely on advertising. As a consequence, these threaten the economic freedom of media, which is a prerequisite for them to reliably do their job.

According to multiple research centres and companies that are involved with Internet analysis, the value of advertising fraud (i.e. “digital ad frauds”) may exceed 50 billion US dollars for the global online market in 2019, and is increasing around 20 per cent year to year.

Misinformation and advertising fraud (ad frauds) are two phenomena that are extremely dangerous for the world of media and advertising, because they are inextricable linked. Both destroy brand credibility and expose publishers, advertisers and other market participants to measurable financial losses. Misinformation has been around for years and, similarly, the concept of “post-truth” has become a sign of the digital age. It is only recently that we have come to understand that advertising fraud is the other side of the same coin. In fact, the scale of phenomena like fake clicks, fake user accounts and artificial advertising traffic generated by malicious bots, falsifies the reality of advertising and misleads public opinion.

 We, the undersigned:

 – being aware that the digital age, in addition to a number of benefits, poses specific threats,

 – considering the shared interests of the world of media, advertisers and other market participants, such as interactive agencies, media agencies, ad tech companies and platforms,

 – referring to the suggestions and recommendations of the European Union Digital Economy Commission contained in the ‘Code of Conduct on Disinformation’,

we hereby initiate cooperation to develop a code of good practices aimed at counteracting the phenomena of misinformation and advertising fraud on the Internet.