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RAB Research Archive

4A’s Fair Play Charter promotes equal opportunity/access for minority media owners



The elimination of discrimination in the media-buying process is the focus of a new Fair Play Charter issued by the 4As, which asks media agencies and media departments within agencies to recommit to fair and equitable treatment of minority media owners.

The charter was inspired by discussions with Kizart Media Partners and the multicultural media owner community to address questions around perceived “no Hispanic”/“no urban” dictates in media-buying decisions. It asks agencies to commit to the charter, or incorporate the provisions of the charter into agency policies and procedures.

“No Hispanic”/“no urban” dictates describe a practice in which agencies and the brands they represent make media-buying decisions that are non-inclusive of media owned by or targeted to African Americans or Latinos. The Fair Play Charter also includes targeted media of other special-interest communities.

“It’s important that we match the conversations and policies around fairness and equality in the work space with equal attention, energy and action around being fair in how we choose our media partners,” said Louis Jones, EVP of Media & Data at the 4A’s. “This diversity and equality issue surfaces from time to time, and it is important that we remain cognizant of unfair treatment and not let it affect industry practices or societal perception.”

Sherman Kizart, managing director at Kizart Media Partners, emphasized the importance of creating a level playing field within the media industry.

“It has been a privilege to work with the 4A’s executive leadership team and their Media Leadership Council to develop Fair Play and work toward creating equal-opportunity access and equal consideration for all media,” he remarked.

Added Erica Farber, President/CEO of the Radio Advertising Bureau, “RAB applauds and supports the continued efforts led by the 4A’s Media Leadership Council and Kizart Media Partners along with multicultural media owners to ensure an inclusive media-buying process. It’s of paramount importance to radio, advertisers, and consumers.“ In 2008, the FCC released a Report and Order on diversity requiring that all broadcasters’ advertising contracts contain clauses ensuring that there is no discrimination based on race or gender in the sale of advertising time.

To view the Fair Play Charter, click here.

Source: RAB





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