CAN works to turn transparency, accountability and information integrity into practical change across the advertising ecosystem.
This means working to tackle waste and fraud, safeguard society and the environment, and champion supply chain transparency, while unlocking new opportunities for growth and innovation.
CAN’s ambition is to build an advertising industry that works for everyone, where advertising can inspire, innovate and drive real results without coming at the expense of our rights and freedoms.
To sustain this ambition, and for the first time, we’re inviting individuals who share our commitment to this work to support CAN directly and help us raise £5,000 by 7th October, with a one-off donation or by giving regularly and supporting our work over time.
Read on to see how this work is already taking shape, what comes next, and why it matters.
Advertising investment does more than buy reach. It helps determine which content, creators, platforms and systems receive funding and attention.
Yet opaque supply chains and increasingly complex targeting, amplification and delivery systems can make it difficult for advertisers to see where their money goes, what it supports and how decisions are made.
These systems have consequences for information integrity, online harms, fraud, sustainability and trust. Greater transparency helps advertisers make better-informed choices, protect their brands and foster trust, while supporting a more secure and inclusive environment that benefits both advertisers and society.
CAN brings together advertising, civil society, policy and multilateral expertise to understand these connections and turn them into practical action for industry and policymakers.
Recent CAN work shows what this looks like in practice.
In 2026, the CAN Policy Platform set out a policy roadmap for a more transparent and accountable advertising ecosystem, calling for information integrity in law, end-to-end supply-chain transparency, stronger accountability mechanisms, and business models that respect citizens and reward business.
In April, CAN and the United Nations published Strengthening Information Integrity: Advertising, Artificial Intelligence and the Global Information Crisis, an Issue Brief examining advertisers’ influence as AI becomes increasingly embedded in advertising and media, with recommendations on transparency, quality media, AI-generated content and stronger safeguards.
That focus on the systems shaping information integrity was also reflected in CAN’s participation at the AI for Good Global Summit, where a UN-convened roundtable explored targeting, amplification and behavioural design within wider AI governance discussions.
At COP30, CAN also advised the Global Initiative for Information Integrity on Climate Change, contributing to the Declaration on Information Integrity on Climate Change, where advertising was recognised as a key lever.
Our Guiding Principles and six Guides are designed to help advertisers and agencies turn these principles into practice. CAN’s aim is for brands to adopt them in agency briefs and RFPs, using them to set clearer expectations across procurement, partner selection and media investment.
Our work with the Molly Rose Foundation has helped bring the relationship between advertising, platform design and online harms into industry conversations. At Cannes Lions and MAD//Fest in 2026, CAN explored where responsibility sits across the advertising ecosystem and why greater transparency matters if advertisers are to understand what their investment supports.
These are different parts of the same work: building evidence, translating it into practical action, shaping industry and policy conversations, and connecting expertise across sectors.
Individual support can help CAN sustain the capacity behind this work and build on it.
CAN is now building on this work across some of the most pressing challenges facing the advertising and information ecosystem.
On online harms, we’re developing evidence and policy work focused on the economic and technical systems behind them, including advertising and attention-economy business models, to build on recent developments around children’s online safety and the UK Government’s social media ban for under-16s. This means looking beyond content moderation towards greater transparency, accountability and effective policy intervention.
On climate information integrity, we’re developing practical work focused on the role of advertising and the advertising supply chain, translating existing international commitments and policy frameworks into practical measures that can strengthen transparency and accountability across the advertising ecosystem.
We’re also developing more communications materials based on our existing resources, alongside new toolkits to support members. This will extend CAN’s practical resources alongside its research and advocacy, supporting members to apply that work within their own organisations.
We’re aiming to raise £5,000 by 7th October to help CAN keep building on this work, and an industry where advertising can inspire, innovate and drive real results without coming at the expense of our rights and freedoms.
Your donation helps strengthen the capacity behind our research, advocacy, practical resources and partnerships, and our work bringing industry, civil society and policymakers together, helping CAN continue to turn complex challenges into practical action.
We’re asking individuals who share this ambition to support CAN.
You can make a one-off donation or give regularly. Both help sustain this work, while regular support gives CAN greater continuity to develop it over time.
You can read our full Donation Policy here.
Together we can make advertising work for everyone.
