Mission, vision and values

Our Mission

To apply the advertising codes and uphold standards in all media on behalf of consumers, business and society.

Our Vision

To be a customer-focused, best practice regulator, where expertise is valued and shared.

Our Values

To fulfil our Mission and achieve our Vision we intend to be:

A customer-focused organisation

• Helpful and accessible
• Independent of all pressures
• Accountable for our performance
   

A best practice regulator

• Fair and thorough
• Consistent and proportionate
• Reliable and ethical
   

An excellent team

• Alert and aware
• Responsible and co-operative
• Learning and growing professionally.