The Ad For Good Charter

1. Social and Environmental Contribution

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

2. 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. Image Retouching Transparency

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

4. Clear Advertising Identification

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

5. Authentic and Ethical Messaging

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

6. Anti-Discrimination and Inclusion

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

7. Sustainable Development Alignment

Advertised products, services, and companies should demonstrate alignment with the 3 pillars of sustainable development: economic, social, and environmental.

8. Responsible Supply Chain Transparency

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

9. 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.

This charter strengthens our collective commitment to ethical advertising while remaining accessible to a broad range of mission-driven brands.