MFA CEO says ‘market forces will be the policeman’ on transparency code of conduct

November 30, 2015 10:48

Madden: market forces will police non compliance

The Media Federation of Australia has admitted it is powerless to police a new code designed to crack down on problems with transparency for clients, and will have to rely on “market forces” to do so.

The CEO of the MFA Sophie Madden told Mumbrella the body was not in a position to enforce the new codes, which it devised with consultants PwC, but said it was about setting up a dialogue between advertisers and their agencies.

“One of the things that came up when we started this work with PwC was the role of market forces,” said Madden. “We have set a framework and an expectation and then it will be market forces that will be the policeman in non-compliance.

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

Topics