Agency PMG has officially joined the global non-profit Conscious Advertising Network (CAN).

This announcement follows the digital-first agency’s recent UK expansion through its acquisition of RocketMill last year, along with the successful integration and brand transition.

CAN, a UK-based coalition, aims to cut financial ties between advertising and harmful content.

As a new member, PMG will engage in initiatives promoting diversity, inclusion, and human rights within advertising.

The agency will also lend its expertise to CAN’s research and advocacy efforts.

Tom Byrne, PMG VP of global strategic partnerships, said: “We firmly believe that advertising has the power to shape culture and influence society positively.

“By working alongside CAN, we can help ensure that advertising is used responsibly and ethically.”

CAN co-founder Harriet Kingaby, added: “PMG has already shown a strong level of commitment and credibility in driving ethical advertising practices, and will be valuable contributors to our initiatives and policies.