The Incorporated Society of British Advertisers (ISBA) has unveiled its Media Service’s Framework 2025, designed to govern the relationship between advertisers and media agencies.

The latest update follows previous iterations in 2021, 2018 and 2016 and sets out the terms for media strategy, planning and buying services, and aims to “bring clarity and transparency to these relationships”.

According to the body, the 2025 framework increases transparency practices between both parties and addresses agency non-compliance in proprietary media.

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It has made its Generative AI advice easier for advertisers to implement. Another focus of the plan is ensuring agencies uphold their contractual obligations.

ISBA director of agency services Nick Louisson said: “The Media Services Framework is a testament to ISBA’s commitment to continuous improvement and collaboration with our partners. We believe these updates will significantly enhance transparency and compliance in the industry.”