Companies Join Forces for More Ethical Ads

The Hungarian Marketing Association (MMSZ) and the Association of Hungarian Communication Agencies (MAKSZ) have developed a code of cooperation to enhance the reputation of the profession and ensure its sustainability.

The initiative, called the Fairplay Book, is backed by the 70 client-side members of the MMSZ, 46 member agencies of the MAKSZ and six professional associations, the news site hvg.hu reports.

According to President of the ACG communication agency, Nikolett Blaskó, who is leading and coordinating the Fairplay Book initiative, the market is facing serious challenges today, the overall creative quality is far from satisfactory and the social acceptance of advertising in Hungary is also deteriorating. She believes that in order to raise professional standards, the creative communication industry needs to return to its role as a value-creating, consultative partner to clients.

The group that collects and develops recommendations includes representatives of brands such as The Coca-Cola Company, Microsoft, Vodafone, Nestlé and Szentkirályi Hungary. In addition to the commonly shared principles, the document contains recommendations and commitments related to the four key stages of the client-agency relationship: the ‘Uniting’, ‘Honeymoon’, ‘Crying Together, Laughing Together’ and ‘Consolidation and Renewal’ cycles.