What is agency accreditation in advertising?

Accreditation is a process in which certification of competency, authority, or credibility is presented. The certification of competence in a specified subject or areas of expertise, and of the integrity of an agency, firm, group, or person is awarded by a duly recognized and respected accrediting organization.

Agency accreditation refers to official recognition given to an advertising agency by authorities connected with advertising. In India, it is given by the Indian Newspaper Society (INS), All India Radio (AIR) and the Doordarshan as per the accreditation criteria decided.

It is not compulsory for an advertising agency to obtain accreditation. However, it is advisable to have accreditation as accreditation gives professional status to an agency. Accreditation indicates that the agency is observing high professional standards in its business operations. Further, it also follows the code of conduct.

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