The Audience Measurement Coalition (AMC) strongly advocates for the principles of self regulation precisely because they organize markets around fairness and equity. As measurement experts, we understand the multidimensional nature of creating truly fair and equitable measurement systems. These dimensions include methodological transparency, representative sampling, equitable stakeholder governance, continuous verification, and independent audit—principles that self-regulated systems are inherently designed to uphold.

This document represents the first step in articulating the essential components that should be included in future Codes of Conduct and Guidelines across European markets. By establishing these foundational principles derived from decades of collective expertise in audience measurement, we aim to provide a framework that supports consistent implementation while respecting local market conditions.