The battle over the media transparency guidelines from the 4A’s and the Association of National Advertisers rages on, as the two associations, which previously created a joint task force to take on the issue, can’t seem to agree on one set of guidelines.

On June 7, the ANA released a study conducted in conjunction with K2 Intelligence that showed evidence of “pervasive” kickbacks, estimating that some agencies marked up media buys by 30 to 90 percent. Both the 4A’s and the ANA have released their own set of media transparency guidelines to tackle the issue. On July 28, the 4A’s, which released its guidelines in January, rejected recommendations released by the ANA on July 18 with the support of marketing analytics company Ebiquity and FirmDecisions.

Read the full Adweek article here.