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In this article, you will discover:
- How the ARPP created its double materiality matrix in a voluntary approach: a first for an association bringing together companies and professionals
- The consultation method deployed by Positive Company®: nearly 9,000 people surveyed, anonymity guaranteed, GDPR compliance
- What this approach reveals: the centrality of the ARPP's regulatory mission for society, and the identified priority issues
The ARPP, the professional regulatory body for advertising in France, supports its members in the transformation of the sector, particularly in light of new legal and ethical provisions. In a voluntary approach, the association called on Positive Company® to create its double materiality matrix — a first for an association bringing together companies and professionals. Nearly 9,000 people were consulted, from members to public institutions, to identify and prioritize the ARPP's issues in light of societal expectations.
A voluntary (and unprecedented) approach to double materiality
Unlike companies subject to the CSRD by regulatory obligation, the ARPP chose to create its double materiality matrix without being compelled to do so. A proactive stance, motivated by the belief that its mission must remain aligned with societal expectations — and by the fact that many ARPP members are themselves eligible for the CSRD.
"Convinced of the necessity to continue aligning the ARPP's mission with societal expectations but also with our members, many of whom are eligible for the CSRD, we were keen to engage in the exercise of double materiality in a voluntary approach.
We wanted to be supported to meet a triple requirement: preserve the anonymity of respondents, comply with GDPR obligations, and have a solid methodology to ensure the robustness of the double materiality approach."
Stéphane Martin, General Director of the ARPP
Vocabulary point:
Double materiality: an approach that simultaneously evaluates two dimensions: the impact of society on the organization (financial materiality) and the impact of the organization on society (impact materiality). It is the foundation of the CSRD and the ESRS standard.
Voluntary approach: contrary to companies subject to the CSRD by regulatory obligation, the ARPP chose to undertake this approach without being compelled — a proactive stance rather than compliance.
ARPP : French organization responsible for regulating the advertising sector, ensuring that campaigns adhere to rules of fairness, truthfulness, and ethics.
The method : 9,000 people consulted
Identify and prioritize the issues
The support from Positive Company® began with identifying the main issues of the ARPP and ranking them by priority. Based on this, a method for selecting stakeholders to consult was defined.
A two-dimensional consultation
The double materiality consultation then focused on two complementary axes :
- The impact of society on the mission of the ARPP
- The impact of the ARPP on society
An expanded consultation scope
Nearly 9,000 people received this consultation, covering all stakeholders of the ARPP :
- Members and employees
- Board of Directors of the ARPP
- Advertising Ethics Council (CEP)
- Joint Advertising Council (CPP)
- Advertising Ethics Jury (JDP)
- Institutions and public authorities
- Schools, partners, professional organizations, and service providers
The anonymity of respondents was guaranteed throughout the process, in compliance with GDPR obligations.
What the approach reveals: consolidating the regulatory mission
The lessons from this consultation are numerous. They reveal the importance for society of the regulatory mission of the ARPP, as well as the impact of its decisions on advertising practices.
The issue identified as a priority is the consolidation of the ARPP's mission to properly regulate advertising on sensitive topics: inclusion, ethics, diversity, transparency, and data protection — all while reconciling constitutional freedoms.
The double materiality matrix thus reinforces the ARPP in its role and encourages it to continue strengthening its mission.
Conclusion
By creating its double materiality matrix, the ARPP becomes the first regulator to undertake this exercise in a voluntary approach. Thanks to the consultation of nearly 9,000 people (members, employees, institutions, partners), the ARPP was able to identify and prioritize its key issues.
This approach confirms that the regulation of advertising remains a central issue for society, and invites the ARPP to continue strengthening its mission in favor of fair, truthful, and responsible advertising.
Who is the ARPP?
Information about the organization
The ARPP (Professional Advertising Regulatory Authority) is the French body responsible for regulating the advertising sector, ensuring that campaigns comply with rules of fairness, truthfulness, and ethics. Its mission aims to promote fair, truthful, healthy, and responsible advertising, in the interest of professionals, consumers, and citizens.
In light of the new legal and ethical provisions impacting the sector, the ARPP has chosen, in a voluntary approach, to call on Positive Company® to create its double materiality matrix — a first for an association grouping companies and professionals.
Key figures
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1st
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9,000
people consulted
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CSR policy recognized at the national level
Does your organization want to create its double materiality matrix or structure its CSR approach?
Positive Company® supports you from identifying issues to consulting stakeholders, with a solid methodology and guaranteed GDPR compliance.
Discover the Positive Company® Label? Learn moreFAQ: ARPP x Positive Company®
The ARPP (Professional Advertising Regulatory Authority) is the French body responsible for regulating the advertising sector. Its mission is to ensure that advertising campaigns comply with rules of fairness, truthfulness, and ethics, in the interest of professionals, consumers, and citizens. It supports its members in the face of legal and ethical developments in the sector.
Because no regulatory authority had yet created a double materiality matrix before. The ARPP is an association bringing together companies and professionals, an atypical profile for this exercise, generally reserved for companies subject to the CSRD. By voluntarily submitting to it, the ARPP demonstrates that a double materiality approach can apply to any type of organization wishing to better understand its impacts and responsibilities.
Out of conviction and anticipation. The ARPP wanted to align its mission with current societal expectations and take into account the fact that many members are themselves eligible for the CSRD. Rather than waiting for a regulatory obligation, the association chose a proactive stance, ensuring its stakeholders an anonymous consultation in compliance with GDPR.
The consultation confirmed the centrality of the ARPP's regulatory mission for society. The identified priority issue is the consolidation of this mission to frame advertising on sensitive topics: inclusion, ethics, diversity, transparency, and data protection — all while reconciling constitutional freedoms.