Institute for Advertising Ethics publishes industry Principles for Advertising Ethics

The Institute for Advertising Ethics (IAE), a program administrated by the American Advertising Federation (AAF) in partnership with the Donald W. Reynolds Journalism Institute (RJI) and the Missouri School of Journalism, published online this week “Principles and Practices for Advertising.”

The IAE is guided by an independent and notable Advisory Council under the leadership of executive director Wally Snyder, AAF President Emeritus. Snyder says, “Enhanced advertising ethics will boost our clients’ businesses, our industry’s standing with the public, and the careers of our professionals.”

“On behalf of RJI, I applaud Wally Snyder, IAE, and the AAF for their leadership in developing these principles for advertising,” said Pam Johnson, RJI executive director. “Consumers as well as the advertising field will be well served by having these ethical guidelines.”

The intent of the principles is to inspire all industry professionals to practice the highest personal and professional ethics in the development and dissemination of advertising to consumers. Accompanying the eight principles is extensive commentary to define and illustrate the principles with online links to industry, government and association websites.

James Edmund Datri, president and CEO of the American Advertising Federation, states: “There is nothing more central to the life of a professional than practicing the highest level of ethical conduct, and we are an industry of professionals.”

The significance of advertising ethics to consumers and industry is provided in the commentary with feedback from veteran industry leaders, including Marc Pritchard, global marketing officer, Procter & Gamble; as well as young industry leaders, including Jeff Levick, president of Global Advertising and Strategy, AOL; and Adam Werbach, chief sustainability officer, Saatchi & Saatchi.

Margaret Duffy, strategic communication faculty chair at the Missouri School of Journalism and IAE board member, said that bringing students, academics and advertising practitioners together is crucial for the future of the industry.

“In today’s dynamic media landscape, fostering research and dialogue about ethical practices will help tomorrow’s leaders shape industry standards that benefit citizens, consumers and businesses,” continued Duffy.

Next steps for the institute include conducting webinars and conferences to further explain and illustrate the principles to professionals with a goal to make the principles the industry standard.

About the American Advertising Federation

The American Advertising Federation (AAF), headquartered in Washington, DC, acts as the “Unifying Voice for Advertising.” The AAF is the oldest national advertising trade association, representing 40,000 professionals in the advertising industry. The AAF has a national network of nearly 200 ad clubs located in ad communities across the country. Through its 215 college chapters, the AAF provides nearly 8,000 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has nearly 100 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation’s leading brands and corporations. For more information, visit the AAF’s website at

About the Reynolds Journalism Institute

The Donald W. Reynolds Journalism Institute engages media professionals, scholars and citizens in programs aimed at improving the practice and understanding of journalism. Part of the Missouri School of Journalism, RJI collaborates with citizens, news and technology companies, professional associations and foundations to generate and test innovative models and technologies for journalism and advertising. Six Donald W. Reynolds Fellows spend an academic year at RJI, working with Missouri faculty and students and RJI staff to develop new ways to gather, process and deliver news, information and advertising. RJI was launched in 2004 with an initial $31 million grant from the Donald W. Reynolds Foundation. In 2009, the Foundation awarded the Institute an additional $15 million for operating support. For more information, visit the RJI website at