Transparency and the media industry aren’t typically synonymous, at least not according to the Association of National Advertisers (ANA). Earlier this year, the ANA released a 58-page report detailing an eight month-long investigation led by K2 Intelligence. The report suggests that unethical practices appear to take place between advertising agencies and their media partners. Following the report, Ebiquitypublished a set of media transparency guidelines for ANA members and the industry. All of this is helpful for those already in the field, but what do these findings and guidelines mean for business schools preparing the next generation of marketers?

The troubling ANA report highlights the opportunity for business schools to alter industry behavior, starting with the next generation of practitioners. Business schools can do this by elevating the importance of ethics and the value of trust. Additionally, they need to call attention to the innate human tendency to be driven by money rather than sound business practices in order to best prepare students for the world beyond the four walls of the classroom.

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