4A’s gives definition to new Advertising Protection Bureau

Geoffrey Precourt

The 4A’s (American Association of Advertising Agencies) is tackling brand safety concerns through the creation of an Advertising Protection Bureau.

The 4A’s (American Association of Advertising Agencies) is “galvanizing” the marketing community to create what Marla Kaplowitz, the trade body’s president/CEO, calls a “risk-management module” and a new “code of decency.”

In an industry that usually pits one agency against another, “We’re working together to recognize the greater threats of brand and consumer safety,” she told an audience at the organization’s annual meeting, the 2018 Accelerate Conference.

Marla Kaplowitz, president/CEO, The 4A’s

The process of refining the elements of brand safety by the 4A’s includes a “risk-management” module that has two broad parts:

  • “develop categorization(s) of risks across...

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