Responsible advertising

Advertising has a key role to play in TX Group’s business models. In the case of 20 Minuten, it fully finances the journalistic products, while Tamedia’s news offerings are partially financed in this way. Thanks to its contacts in the advertising industry and with advertisers, as well as its technological capabilities, Goldbach is able to provide its clients (both in-house and external publishers) with efficient access to financing for their content. Responsible integration of advertising in media offerings is vital from the point of view of reputation. In addition, it is important for advertisers to be able to rely on their advertising appearing in an appropriate environment. For example, TV stations can demand that certain advertisements are only broadcast after 8 pm or after 11 pm, or that family/child-friendly environments are excluded. Incidentally, editors in various media genres make use of this option. At the same time, customers can exclude or explicitly request certain environments when booking. The framework for the provision of responsible advertising is set down by international and national legislation, guidelines issued by authorities, industry-specific regulations, client requirements, publishers’ advertising terms and conditions, and internal guidelines. Among other things, contracts between publishers, marketers and advertisers require compliance with such regulations. Legal provisions govern the handling of advertising, such as the Federal Act against Unfair Competition (UWG) and also laws and ordinances relating to specific product groups (gambling, tobacco, alcohol, medicines, food), which aim to ensure respect for minorities, protection of minors and protection against violence. Another relevant aspect in the context of advertising marketing is transparency. Goldbach Audience is involved in the Digital Ad Trust initiative to address the need for greater transparency in digital advertising. One of the goals of this initiative is to prevent advertisers from having to pay for ineffective placement, fake clicks or fake web pages. Goldbach Audience and Goldbach Publishing (incl. 20 Minuten Advertising) hold the «Digital Ad Trust» certificate, which confirms that less than two per cent of all advertisements published online are subject to such falsification.