CAANZ launches its Code of Ethics, Practices, and Obligations for communications agencies
From today, the communications industry will be governed by a formal set of ethics, as the Communication Agencies Association of NZ (CAANZ) introduces its new code.
The ‘Code of Ethics, Practices, and Obligations of CAANZ Members’ has been developed as part of the CAANZ Executive Board’s long-term programme to more clearly demonstrate the value member agencies make to New Zealand business and society.
Paul Head (left), CAANZ CEO, says that providing an overt and publicly stated set of guidelines governing member practices is the first step changing some of the misconceptions held about the industry and bringing perceptions more closely in line with reality.
“This code isn’t necessarily about changing our members’ behaviour; it’s more to show that the communications industry already has a strong ethical underpinning. It’s about articulating what we already believe in and how we already operate”
“The reality for communication agencies today is far from the ‘Mad Men’ stereotype; our members are professional businesses that are committed to bringing value to client organisations.”
The Code outlines standards that will underpin agency-client relationships, to formalise current practice around issues of confidentiality, acting in good faith and providing the best value.
Sandy Moore (left), CAANZ President and CEO of DDB Group New Zealand, said that an important driver in developing the code was assurance to businesses that member behaviour is aligned with shared standards and values.
“By choosing a CAANZ agency, clients can be assured that their agency will be transparent and ethical, and provide the best value for their investment” says Moore.
The Code also ratifies a set of broad principles including member support of society, consumers, self-regulation bodies and employees, and standards around the level of public criticism of the industry.
CAANZ member agencies collectively represent 95 per cent of agency billings in New Zealand, with a combined turnover of more than $1 billion, covering creative, media, digital and marketing communication disciplines.
The Code of Ethics, Practices, and Obligations of CAANZ Members is available to the public on the CAANZ website.
2 Comments
Great stuff, a whole lot of ‘thou shalt nots’ presented in a boddice ripping read lifting the lid on the dirty deeds that contribute to the perception of adfolk as little better than real estate sales people. But as the patron saint of the little grey book once said “A principle isn’t a principle until it costs you money” So what the punishments if we’re caught lying, thieving and dissimulating our way to Cannes then? Or is that next week’s cliff hanger installment?
No Bill, I think you have missed the point. This is not about improving our behaviour, it is about convincing people we already have strong ethical standards. Hmmm
I would bet my own money that they will do their very, very best to NOT address the matter of scam ads.