{"id":1123,"date":"2025-03-25T15:08:38","date_gmt":"2025-03-25T15:08:38","guid":{"rendered":"https:\/\/www.consciousadnetwork.com\/?p=1123"},"modified":"2025-08-27T13:54:53","modified_gmt":"2025-08-27T13:54:53","slug":"can-guiding-principles","status":"publish","type":"post","link":"https:\/\/www.consciousadnetwork.com\/can-guiding-principles\/","title":{"rendered":"The CAN Guiding Principles"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1123\" class=\"elementor elementor-1123\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c104a7f e-flex e-con-boxed e-con e-parent\" data-id=\"c104a7f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-aa590aa elementor-widget elementor-widget-text-editor\" data-id=\"aa590aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b><span data-contrast=\"auto\">Introducing the CAN Guiding Principles: Effective advertising that works for everyone.<\/span><\/b><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">We pride ourselves on taking our members\u2019 feedback on board, and their feedback was clear: <\/span><i><span data-contrast=\"auto\">\u201cWe need clarity and simplicity\u201d. <\/span><\/i><span data-contrast=\"auto\">In response, we\u2019ve created the <\/span><b><span data-contrast=\"auto\">CAN Guiding Principles<\/span><\/b><span data-contrast=\"auto\"> which offer practical steps to help navigate the changes within the advertising industry. Our new resource also provides you with <\/span><b><span data-contrast=\"auto\">case studies<\/span><\/b><span data-contrast=\"auto\"> so you can see conscious advertising in action.\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Our aim is to help members achieve <\/span><b><span data-contrast=\"auto\">commercial success through transparent and responsible advertising<\/span><\/b><span data-contrast=\"auto\"> \u2013 our Guiding Principles are here to help them on that journey.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-60c1dfe e-flex e-con-boxed e-con e-parent\" data-id=\"60c1dfe\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2611663 elementor-widget elementor-widget-image\" data-id=\"2611663\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"256\" src=\"https:\/\/www.consciousadnetwork.com\/wp-content\/uploads\/2025\/03\/CAN-guiding-principles-Graphics-3-1024x256.png\" class=\"attachment-large size-large wp-image-1125\" alt=\"\" srcset=\"https:\/\/www.consciousadnetwork.com\/wp-content\/uploads\/2025\/03\/CAN-guiding-principles-Graphics-3-1024x256.png 1024w, https:\/\/www.consciousadnetwork.com\/wp-content\/uploads\/2025\/03\/CAN-guiding-principles-Graphics-3-300x75.png 300w, https:\/\/www.consciousadnetwork.com\/wp-content\/uploads\/2025\/03\/CAN-guiding-principles-Graphics-3-768x192.png 768w, https:\/\/www.consciousadnetwork.com\/wp-content\/uploads\/2025\/03\/CAN-guiding-principles-Graphics-3.png 1066w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-efdde9a e-flex e-con-boxed e-con e-parent\" data-id=\"efdde9a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b865fbd elementor-widget elementor-widget-text-editor\" data-id=\"b865fbd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><b><span data-contrast=\"auto\">What are CAN\u2019s Guiding Principles?<\/span><\/b><\/h5><p><span data-contrast=\"auto\">Our 4 Guiding Principles set out a clear base line for members to work from:\u00a0<\/span><\/p><p><span class=\"TextRun MacChromeBold SCXW146008132 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><strong><span class=\"NormalTextRun SCXW146008132 BCX0\">1. Fundamentals<\/span><\/strong><span class=\"NormalTextRun SCXW146008132 BCX0\"><strong>:<\/strong> <\/span><\/span><span class=\"TextRun SCXW146008132 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW146008132 BCX0\">Create<\/span> <span class=\"NormalTextRun SpellingErrorV2Themed SCXW146008132 BCX0\">organisational<\/span><span class=\"NormalTextRun SCXW146008132 BCX0\"> change whilst embedding changes through tracking and internal policies.<\/span><\/span><\/p><p><strong><span class=\"TextRun MacChromeBold SCXW212145631 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW212145631 BCX0\">2a. Conscious Creative: <\/span><\/span><\/strong><span class=\"TextRun SCXW212145631 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW212145631 BCX0\">Conscious creative is trustworthy creative that includes, <\/span><span class=\"NormalTextRun SCXW212145631 BCX0\">represents<\/span><span class=\"NormalTextRun SCXW212145631 BCX0\"> and safeguards everyone, including the places we live. <\/span><span class=\"NormalTextRun SCXW212145631 BCX0\">It\u2019s<\/span><span class=\"NormalTextRun SCXW212145631 BCX0\"> the most effective way to ensure your message has mass <\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed GrammarErrorHighlight SCXW212145631 BCX0\">appeal, and<\/span><span class=\"NormalTextRun SCXW212145631 BCX0\"> grow the audience for your business.<\/span><\/span><\/p><p><strong><span class=\"TextRun MacChromeBold SCXW98534786 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW98534786 BCX0\">2b. Conscious Media: <\/span><\/span><\/strong><span class=\"TextRun SCXW98534786 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW98534786 BCX0\">Conscious media is effective, privacy conscious and transparently bought media, purchased with safety, quality, <\/span><span class=\"NormalTextRun SCXW98534786 BCX0\">sustainability<\/span><span class=\"NormalTextRun SCXW98534786 BCX0\"> and inclusion in mind. It employs privacy and safety by design.<\/span><\/span><\/p><p><span class=\"TextRun MacChromeBold SCXW183873109 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW183873109 BCX0\"><strong>3.<\/strong> <strong>The CAN Guides:<\/strong> <\/span><\/span><span class=\"TextRun SCXW183873109 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW183873109 BCX0\">Adopt CAN&#8217;s six Guides (previously known as CAN<\/span><span class=\"NormalTextRun SCXW183873109 BCX0\">\u2019s seven<\/span><span class=\"NormalTextRun SCXW183873109 BCX0\"> Manifestos) in your agency briefs and <\/span><span class=\"NormalTextRun SCXW183873109 BCX0\">Request for Proposals (<\/span><span class=\"NormalTextRun SCXW183873109 BCX0\">RFPs<\/span><span class=\"NormalTextRun SCXW183873109 BCX0\">)<\/span><span class=\"NormalTextRun SCXW183873109 BCX0\">.\u00a0<\/span><\/span><\/p><p><span class=\"TextRun MacChromeBold SCXW17187231 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><strong><span class=\"NormalTextRun SCXW17187231 BCX0\">4. Conscious Questions<\/span><\/strong><span class=\"NormalTextRun SCXW17187231 BCX0\"><strong>:<\/strong> <\/span><\/span><span class=\"TextRun SCXW17187231 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW17187231 BCX0\">CAN<\/span><span class=\"NormalTextRun SCXW17187231 BCX0\"> is shaping the future of advertising &#8211; better tools, <\/span><span class=\"NormalTextRun SCXW17187231 BCX0\">policy<\/span><span class=\"NormalTextRun SCXW17187231 BCX0\"> and enforcement from platforms and <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW17187231 BCX0\">adtech<\/span><span class=\"NormalTextRun SCXW17187231 BCX0\"> providers that mean that efficient advertising <\/span><span class=\"NormalTextRun SCXW17187231 BCX0\">doesn\u2019t<\/span><span class=\"NormalTextRun SCXW17187231 BCX0\"> come at the expense of our rights and freedoms. Adopting a culture of questioning is a big part of improvement.<\/span><\/span><span class=\"EOP SCXW17187231 BCX0\" data-ccp-props=\"{&quot;335551550&quot;:1,&quot;335551620&quot;:1}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-52195c9 e-flex e-con-boxed e-con e-parent\" data-id=\"52195c9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e656e95 elementor-widget elementor-widget-button\" data-id=\"e656e95\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.consciousadnetwork.com\/wp-content\/uploads\/2025\/05\/CAN_Guiding-Principles_v12.pdf\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Access Our Guiding Principles Here<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8b95d4a e-flex e-con-boxed e-con e-parent\" data-id=\"8b95d4a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bc8d0a3 elementor-widget elementor-widget-button\" data-id=\"bc8d0a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.consciousadnetwork.com\/the-guidingprincipleslandingpage\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Access Our CAN Guides Here<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68d6152 elementor-widget elementor-widget-button\" data-id=\"68d6152\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.youtube.com\/watch?v=YnMakwhduUY\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Video: Understanding CAN\u2019s Guiding Principles with Harriet Kingaby<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c1af34e elementor-widget elementor-widget-button\" data-id=\"c1af34e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.consciousadnetwork.com\/wp-content\/uploads\/2025\/04\/HK_CGP-Webinar-Recording-Transcript.pdf\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">See full transcript here<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-09f493e elementor-widget elementor-widget-text-editor\" data-id=\"09f493e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"TextRun SCXW2664630 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun CommentStart SCXW2664630 BCX0\">If <\/span><span class=\"NormalTextRun SCXW2664630 BCX0\">you\u2019re<\/span><span class=\"NormalTextRun SCXW2664630 BCX0\"> a brand<\/span><span class=\"NormalTextRun SCXW2664630 BCX0\"> or agency <\/span><span class=\"NormalTextRun SCXW2664630 BCX0\">that\u2019<\/span><span class=\"NormalTextRun SCXW2664630 BCX0\">s<\/span><span class=\"NormalTextRun SCXW2664630 BCX0\"> ready to start shaping an advertising industry that works for everyone \u2013 join our CAN Membership today by contacting <a href=\"mailto:hello@consciousadnetwork.org\">hello@consciousadnetwork.org<\/a><\/span><\/span><\/p><p><span class=\"TextRun SCXW4379477 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW4379477 BCX0\">\u00a0<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Introducing the CAN Guiding Principles: Effective advertising that works for everyone.\u00a0 We pride ourselves on taking our members\u2019 feedback on board, and their feedback was clear: \u201cWe need clarity and simplicity\u201d. In response, we\u2019ve created the CAN Guiding Principles which offer practical steps to help navigate the changes within the advertising industry. Our new resource &hellip;<\/p>\n","protected":false},"author":7,"featured_media":1134,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_genesis_block_theme_hide_title":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1123","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","with-featured-image"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The CAN Guiding Principles - Conscious Advertising Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.consciousadnetwork.com\/can-guiding-principles\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The CAN Guiding Principles - Conscious Advertising Network\" \/>\n<meta property=\"og:description\" content=\"Introducing the CAN Guiding Principles: Effective advertising that works for everyone.\u00a0 We pride ourselves on taking our members\u2019 feedback on board, and their feedback was clear: \u201cWe need clarity and simplicity\u201d. In response, we\u2019ve created the CAN Guiding Principles which offer practical steps to help navigate the changes within the advertising industry. 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