In an effort to put more teeth into its so-called media “transparency” initiatives, the 4As today called on its members to put the association’s principles into practice, not just treat them as recommendations for best practices. Additionally, the 4As unveiled plans to conduct a series of member meetings to discuss how to put the principles into practice.

“It is our strong belief that transparency is a core principle and the cornerstone of the agency and client relationship,” 4As President Nancy Hill wrote in a letter sent to the association’s membership today, calling on them to adopt the 4As’ recently ratified “Transparency Guiding Principles of Conduct,” and threatening “annulment of membership” for agencies that violate them.

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