Mere Mortals, Kindred, and Wilderness Agency Pledge Support to Conscious Advertising Network

Mere Mortals, Kindred and Wilderness Agency are amongst the latest agencies to pledge their support to the Conscious Advertising Network (CAN), a voluntary coalition of over 60 organisations set up to ensure that industry ethics keeps pace with the technology of modern advertising. 

CAN, which officially launched in June this year, now counts 66 member organisations ranging from advertisers, agencies and publishers to tech providers and businesses. 119 employees from those organisations have also signed up to be individual members. 

“It’s fantastic to see CAN gaining recognition and support from such prominent agencies,” commented Jake Dubbins, co-founder at CAN. “The challenges facing advertising in many cases results from a lack of awareness of where ads can end up, the types of content they fund and the involvement of organised crime in ad fraud. Agencies have a huge responsibility to ensure that their client’s brand is appropriately represented online, and that their money isn’t funding child exploitation, hate speech or fake news.

The advertising industry, from brands and agencies to adtech, is perfectly placed to consciously change both their operations and the content they produce in pursuit of making communications that are better for all. It is CAN’s ambition to ensure that people are viewed as active, consensual participants in their own online experience.”

Robbie Greatrex, founder and creative director of Mere Mortals adds: “It's glaringly obvious that collective action is required to curb advertising abuse and put ethics at the heart of our industry. That's what the Conscious Advertising Network is here to do, and that's why we encourage everyone to pledge their support.”

“As an agency that champions positive change, becoming part of the Conscious Advertising Network was a no brainer for us. We all need to be responsible players and initiatives like this help deliver the change needed across the industry,” commented Sinéad Gray, managing partner of Kindred.

To find out more about the initiative, you can subscribe to CAN’s newsletter here.