'Unethical practices' in the Arab advertising industry are the target of a new campaign by the International Advertising Association (IAA). The association hopes to address malpractice in the industry by issuing a series of guidelines. According to Lance de Masi, the president of the UAE chapter of the IAA, there are problems with both agencies and their clients. "When clients call pitches, and invite 24 agencies to participate, and then no one gets the business, that's an example of something that is wrong.
According to de Masi, the IAA would draw up guidelines on the various topics, but would not be attempting an "overly proscriptive", all-encompassing code. "We will issue a kind of common understanding document," he said. "It will have been the first time in the region's history that that would have been done."
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