The American Association of Advertising Agencies, or the 4A’s, is elevating its best practices around media buying and planning from a recommendation to a mandate for its members, with willful violators facing possible annulment of their membership, the group said in a blog post.

Originally introduced in January, the 4A’s Transparency Guiding Principles of Conduct (TGPC) were unanimously elevated to a standard by the group’s board of directors.

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