The Croatian Association of Market Communications (HURA) has signed a Memorandum of Understanding Follow the Money, whose aim is to minimize the placement of advertising on websites and mobile apps that violate copyrights, participate in spreading false news or sell counterfeit goods.

Dunja Ivana Ballon, Executive Director of HURA, said: “As a professional association, it is extremely important to be part of key international initiatives promoting good and responsible practices among agencies and advertisers. Respect for copyright is of utmost importance to all agencies dealing with market communications. We believe encouraging responsible advertising practices helps raise customer confidence and strengthens the brand image as socially responsible.”

Signatories to the Memorandum will strive, on the basis of their own policies and evaluation criteria, to reduce advertising on websites or mobile apps that have no legitimate use and for which advertisers have reasonably available evidence that these websites and apps violate copyrights or spread false news , and which commercially use advertising as a source of revenue.

The Memorandum was signed in the presence of Vice-President of the European Commission, Andrus Ansip, and was supported by the European Association of Communications Agencies (EACA), in which HURA is an active member, along with other signatories to the Memorandum, including Google, the World Federation of Advertisers (WFA), DoubleVerify, Trustworthy Accountability Group, European Gambling and Betting Association, IAB Europe and others.