The main thrust of the advice was to ensure that transparency in the US media landscape, especially with regards to the issue of media rebates – a practice more commonly ‘accepted’ in the UK, but much more controversial/unspoken of on the other side of the Atlantic.

The initial K2 Report itself was not without its own controversy; critics (ie agencies) were quick to bemoan the fact it was based on anecdotes, plus unattributed testimony, as opposed to evidence-based fact. The Drum sought comment from multiple US-based agency representatives post the publication of last week’s guidelines, but all declined the opportunity, although the trade body representing media agencies there (the 4A’s) has said it will review the document with the ANA.

Read the full The Drum article here.