‘We’re not quite there yet’: Ad Council launches accreditation to boost professionalism, ethics

A new industry accreditation scheme has been launched by Advertising Council Australia in a bid to foster a “new era of trust, accountability, integrity and respect”.

The scheme, several years in the making, will bind member agencies to a set of agreed standards covering ethics, employee wellbeing and safety, diversity and inclusion, learning and development, and sustainability.

While advertising has a “reputation for creativity and delivering growth for businesses”, it is not always seen as the most professional industry, Publicis Groupe boss and ACA deputy chairman Michael Rebelo conceded.