UKSAFC joins CAN to shape ‘more ethical advertising landscape’

The UK Stop Ad Fraud Coalition (UKSAFC) has become a member of the Conscious Advertising Network (CAN).

UKSAFC is a collective of advertising companies set up in 2022 that aims to tackle ad-funded crime and fraud in the UK, with members including Omnicom Media Group, Dentsu and Sky.

In its membership application to CAN, UKSAFC emphasised its commitment to preventing legitimate adspend being directed towards funding extremist groups and criminal gangs.

The organisation found the cost of ad fraud is double that of payment card fraud globally and a large proportion of this adspend is funnelled to criminal organisations.

Joint aims

Julia Linehan, UKSAFC founding advisor, told The Media Leader that the “main priority” of joining CAN was to “align our efforts” on tackling ad fraud.

Linehan said ad fraud is “an important and often under-reported issue”, adding: “We plan to work closely together to work and advocate for change — both to members and to the wider industry.

“The motif of ‘stronger together’ felt right for this partnership and joining forces to tackle this important issue means we can double down on efforts.”

Ian Moss, spokesperson for UKSAFC, praised CAN’s “fantastic work galvanising the industry” in tackling ad fraud.

He continued: “We are really pleased we can join their network to further our joint aims and to support their wider work on leading within the advertising industry to bring a safe, sustainable advertising ecosystem.”

Concerns around transparency and accountability in advertising rose to the surface again last week after research by the US Association of National Advertisers into principal media found that it was “ubiquitous” in the industry.

Collaborative relationship

CAN is a coalition of 180 international advertisers, agencies, tech providers and civil society groups aiming to break the financial link between advertising and harmful content. Members include Virgin Media O2, British Gas, GroupM, Havas Media and the Office of the United Nations High Commissioner for Human Rights.

Jake Dubbins, co-chair of CAN, described UKSAFC as “an extraordinary coalition dedicated to combating advertising-funded crime” and its mission “closely resonates” with CAN’s ad fraud manifesto.

He added: “We can’t wait to develop our collaborative relationship further to shape a more ethical advertising landscape.”

Also published in: The Media Leader