Commercially strong advertising can still be truthful, accessible, respectful and inspectable. These standards are designed to make that responsibility operational.
Claims and the overall impression need support.
Creators, AI assistance and material relationships are disclosed.
Rights, releases, approvals and sources remain inspectable.
Operating principles · 28 August 2026
Objective performance claims, comparisons, rankings and campaign results should have appropriate support before publication. We do not invent client logos, awards, testimonials, metrics or “number one” claims. Disclosures must be clear enough to understand the overall impression, not hidden where they cannot correct it.
A credible case study names the objective, baseline, scope, dates, media spend where material, attribution method, data source, measurement window and relevant limitations. An endorsement does not automatically prove an objective claim.
Material relationships—including payment, gifts, employment, affiliate value and family relationships—must be disclosed clearly and near the endorsement. Platform labels alone may not be sufficient for every execution.
Commercial email, SMS and relevant direct outreach must pass a consent check, identify the sender, provide the required contact information and support effective unsubscribe. Purchased or scraped lists are not an acceptable shortcut.
Production should document licences, talent and location releases, usage scope, expiry, client approvals and the origin of material. AI-assisted work requires human review for accuracy, bias, rights, brand safety and suitability.
Healthcare, food, cannabis, financial, political and other regulated campaigns require a specialized review path and, when necessary, qualified legal or regulatory advice. AVALON does not represent this public page as legal advice.