Agencies that don’t comply with the American Association of Advertising Agencies’ (4As) Transparency Guiding Principles of Conduct (TGPC) will risk losing their memberships.

Under the new rule, which the agency trade body blogged about on Monday, anyone (from marketers to executives from other agencies) who finds an agency is not compliant with the 4As’ guidelines can alert the body’s board, which will investigate through a trial or meetings.

Read the full AdExchanger article here.