The Conscious Advertising Network (CAN) is a non-for-profit organisation. Membership is free, and while many of our members are based in the UK and Europe, we encourage interest from across the world.
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CAN believe that change calls for progress not perfection. We ask that member advertisers and agencies show a true willingness to be responsible for placing the CAN Manifestos in your briefs – and checking that all responses to those briefs comply with them.

How do I become a member?

Email us to set up an introductory call on which we’ll categorise your membership and take you through the next steps keep scrolling to see more on them.

Why join CAN

Committing to CAN membership means that you can be confident you are operating in a more ethical way. Members receive ongoing support from us in the form of advocacy reports on topical issues, monthly newsletters, invitations to exclusive events and access to the CAN leadership team.

How much does membership cost?

It’s free to join CAN.

What do you ask of members?

Membership is retained by actively partnering with us to drive industry and society change, supporting our campaigns and advocacy work. Engaging with our audits, and general activities, and finally by completing our progress tracker annually. CAN operates on a self-certification model, and you’ll be asked to report on your progress six months after signing up.

We’ve joined CAN… now what?

We recommend all organisations study each manifesto, prioritise the areas they will act on first, then start internal and external conversations to work out how to embed them.

How do we implement the CAN Manifestos?

The Manifesto Tracker provides a clear guide to weaving the objectives into your business functions. Each new member is given an onboarding session in which you’re shown how to fill the Manifesto Tracker. Plus, the CAN team is always on hand to help. 

Step 1) Identify quick wins and make them priority targets

The tracker can take 3-4 months to fully complete, so start to fill it in as soon as you’ve had your onboarding session. Figure out what your organisation has in place, what is easiest to improve, and what to work towards as a longer stretch goal.

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Step 2) Make the most of your existing partners and industry best-practice

So that you’re not starting from scratch. CAN builds some of our partners’ best practice into our own policies, while organisations such as WFA and the IAB provide detailed advice of their own.

Where working with external agency partners and ad tech solutions – involve them early to understand their existing solutions or to gain an understanding of ones they may have on the horizon.

Step 3) Get senior leaders to understand and vocally support the initiative

Signing up publicly, ideally. Engage other teams, including procurement and sustainability teams, if appropriate. Ensure all relevant staff and agencies are aware of the principles and any steps they individually need to take to deliver on your internal processes.

Will you tell us where we can and cannot advertise?

No. The CAN Manifestos are a series of principles that advertisers and agencies can use to create good policy and practices which suit both them and their clients. Brands and agencies can choose to construct inclusion and exclusion lists at their discretion, and these will differ depending on their brand values.

How are you funded?

We use our achievements to secure much-needed grants from various funding bodies. We are currently funded by QCF, the European Climate Fund (ECF), and The Children’s Investment Fund Foundation (CIFF).

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Partnering with CAN — At CAN, we hold forums with the big tech platforms and media owners, and bring brands, agencies, and civil societies to those meetings as experts todefine the problem. We present compelling reasons for change and create (or amend existing) policies that address our manifestos.

And, our manifestos are designed for advertisers and agencies to adhere
to and provide practical steps to make changes in their organisation.

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