Colombian association launches measurement tool for responsible advertising practices

The National Association of Colombian Advertisers (ANDA Colombia) recently released the “Responsible Advertising Footprint” – a measurement tool for advertisers to evaluate, align and effectively implement their commitments to responsible advertising practices, including on sustainability, gender and the digital ecosystem.

The tool aims to provide several functions, including:

• Allowing companies to evaluate their responsible advertising strategies against eight principles (on compliance, advertising self-regulation, sustainability and brand purpose, ad production supply chain, adequate gender representation, the digital ecosystem, influencer marketing and responsible marketing to children), sectoral best practices, trends and international and national standards on responsible advertising;
• Providing a framework that makes it easier for companies to measure their contribution to ensure sustainable consumption and production (UN SDG 12) and adequate gender representation in advertising (SDG 5);
• Encouraging compliance with commitments indicated in the self-regulation guides developed by ANDA in 2020 on adequate gender representation in advertising, influencer marketing and navigating the digital landscape;
• Providing indicators that allow advertisers to assess, question, reflect and implement their commitments which can then benefit their companies by reducing risks, identifying new opportunities, engaging with stakeholders, attracting investments and ultimately being profitable in a more sustainable way.

It also has sections geared towards specific sectors including pharma, finance, FMCG, personal and home care, as well as company commitments towards communication activities during the pandemic that promote health, self-care and economic reactivation.

ANDA’s new tool was developed by Deloitte after months of research and discussions. Prior to the launch, it was tested by ANDA members from different sectors.

The initiative is part of ANDA’s commitment to strengthen self-regulation in Colombia. The association is a founding member of Autocontrol Colombia, the country’s advertising self-regulatory organization (SRO) launched in 2019.

For more information, contact ANDA Colombia.