/ THE CHARTER

The Ad For Good Charter

Nine commitments that frame the Ad For Good® label — a clear, accessible standard for brands that want their advertising to do more than sell.

1. 01

   Social and environmental contribution

   Brands commit to donating at least 1% of their net media budget to an approved association. A tiered recognition system highlights contributors at 2% and 5% levels.

2. 02

   Environmental and social responsibility

   We exclude ads for oil & gas companies and internal combustion engine vehicles. We encourage brands to self-assess ESG impact and avoid promoting high-impact industries (e.g. ultra-fast fashion, single-use plastics).

3. 03

   Image retouching transparency

   Photographs digitally altering models' body shapes must include the label 'retouched photograph' to promote body positivity and authenticity.

4. 04

   Clear advertising identification

   All advertising formats must be transparently labeled. Misleading practices such as hidden advertorials or deceptive native ads are not allowed.

5. 05

   Authentic and ethical messaging

   We reject greenwashing and social washing. Brands should back up claims with tangible actions and evidence where applicable.

6. 06

   Anti-discrimination and inclusion

   We support campaigns that celebrate diversity and actively challenge racism, sexism, ageism, homophobia, and all other forms of discrimination.

7. 07

   Sustainable development alignment

   Advertised products, services, and companies should demonstrate alignment with the three pillars of sustainable development: economic, social, and environmental.

8. 08

   Responsible supply chain transparency

   We invite brands to promote products and services that uphold fair labor, human rights, and low environmental impact in their supply chains.

9. 09

   Commitment declaration

   Ad For Good partners are encouraged to submit an annual self-declaration confirming alignment with the charter and progress made on key commitments.