The UK Stop Ad Fraud Coalition (UKSAF) of advertising professionals, policymakers and technology providers has been accepted as part of the Conscious Advertising Network (CAN).
UKSAF, which includes representatives from Dentsu FACT, Script and Annalect, was set up in 2022 to highlight the scale and threat of advertising fraud in the UK.
It was also tasked with co-ordinating a multi-stakeholder approach to addressing fraud, initially in the UK but with a global template to follow.
As part of CAN, UKSAF will join a collective that works to set human rights precedents in the industry through policy intervention, and industry and platform interventions.
In its membership application UKSAF highlighted and reinforced its commitment to tackle fraud of all kinds and prevent legitimate advertising funds from finding its way into the hands of extremist groups and gangs.
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CAN members include Haleon, Virgin Media O2, British Gas and Innocent Drinks, as well as media agencies Havas, Omnicom Media Group, plus the UN Office of the High Commissioner for Human Rights, the Global Disinformation Index and the Institute for Strategic Dialogue.
“CAN does fantastic work galvanising the industry to tackle advertising fraud, and we are really pleased we can join their network to further our joint aims, and to support their wider work on leading within the advertising industry to bring a safe sustainable advertising ecosystem,” said UKSAFC spokesperson Ian Moss.
Script founder and UKSAFC member Chris Morgan added: “We and the other members of UKSAFC are fully behind becoming a supporter member of CAN and back their commitment to fostering responsible media buying.”
He continued: “CAN’s manifestos serve as an invaluable guide for advertisers and media buyers, emphasising the crucial roles of responsibility and accountability which match our own focus on Operational Intelligence.”
