In 2018, the WFA Global Media Charter emerged, advocating for enhanced brand safety, transparency, and data standards. Subsequent initiatives, like the Global Alliance for Responsible Media, and advertiser programmes by companies like Diageo and P&G, have sought to reshape the media landscape and promote inclusivity.

Five years on, a call to update the Charter has been sounded, focusing on five areas: ensuring a competitive media ecosystem with equitable data access; underscoring societal responsibilities, especially around misinformation; demanding thorough measurement of media investments; prioritising sustainability with a call for media industry decarbonisation; and championing diverse hiring while supporting industry partners and teams.

Emphasising industry-wide collaboration, the document pushes advertisers to recognise both the ethical and business merits of the recommendations, encouraging action tailored to individual business contexts.