The Conscious Advertising Network (CAN) is an international not-for-profit network established in 2018 and headquartered in London, UK. It comprises over 190 members, including global brands, media agencies, and civil society groups, all collaborating to challenge outdated norms in the advertising industry. CAN’s mission is to promote effective advertising that works for everyone without compromising integrity, rights, or freedoms. The network focuses on dismantling waste, fraud, and non-transparent practices in advertising supply chains while championing inclusivity, sustainability, human rights, and ethical media transparency.
CAN operates as a philanthropic, volunteer-driven initiative with no government involvement, aiming to foster positive industry change through collaboration with advertising platforms, media owners, and publishers. Their efforts include setting new human rights precedents and pioneering transparency standards to ensure advertising budgets genuinely benefit brands and society, rather than falling prey to fraud or opaque practices. The network highlights critical issues such as anti-ad fraud measures, children’s rights and wellbeing, sustainability, inclusion, and information integrity, positioning itself as the conscience of advertising that drives commercial success responsibly.
Leadership and founding figures include Jake Dubbins, co-founder and co-chair, who is also the managing director of Media Bounty, an ethical media agency committed to transparency, neutrality, and accountability. Other notable professionals involved are Harriet Kingaby (founder) and Kwai Chi (CEO at Power of Chi). CAN provides practical guiding principles (the CAN Guides) designed for advertisers and agencies to adopt sustainable, inclusive, and impact-driven advertising practices. With its network, CAN aims to reshape industry standards towards more ethical, transparent, and effective advertising globally
