Version 1.0 (Launch Phase)
1. Purpose
This document provides guidance for Touchpaper members who wish to propose an ethical consumer campaign.
Campaign proposals allow members to bring forward ideas for improving media standards through democratic consumer action.
All proposals must support the Society’s mission of improving media standards and strengthening the public’s ability to understand, navigate and influence media systems in ways that benefit society as a whole.
Campaigns must be:
- lawful
- evidence-based
- respectful and non-adversarial
- focused on standards and systems rather than individuals
- consistent with the Society’s Ethical Consumer Campaign Framework.
2. Who Can Submit a Proposal
Any Touchpaper member may submit a campaign proposal.
To move forward to the review stage, a proposal must receive support from at least five members.
Supporters simply indicate that they believe the proposal should be considered by the membership.
Supporting a proposal does not mean supporters must agree with every detail.
3. Types of Campaigns Members May Propose
Campaigns should aim to improve media systems or standards in ways that benefit the wider public.
Examples include campaigns addressing:
- misinformation and accuracy standards
- transparency of algorithms
- addictive platform design and youth safety
- media literacy and public understanding
- advertiser accountability
- ethical journalism standards
- protection of democratic processes
- platform governance and accountability
Campaigns should aim to encourage positive improvements rather than punish or target individuals.
4. Campaign Proposal Template
Members proposing a campaign should complete the following sections.
A. Proposal Title
A short, clear name for the campaign.
Example:
“Improve Transparency of Recommendation Algorithms on TikTok”
B. Platform or Media System Concerned
Which media platform, outlet or system does the proposal address?
Examples:
- TikTok
- YouTube
- X
- BBC
- Daily Mail
- Telegraph
- GB News
- algorithmic recommendation systems
- advertising systems
C. Issue or Standards Concern
Describe the specific issue or standards problem the campaign aims to address.
Helpful prompts:
- What is happening?
- Why does it matter?
- Who is affected?
- How does it affect public wellbeing or democratic participation?
Example:
“Short-form video algorithms are optimised for engagement and may encourage excessive usage among young users. Evidence suggests that prolonged exposure may negatively affect sleep patterns, concentration and mental wellbeing.”
D. Evidence or Supporting Information
Provide any evidence or sources supporting the concern.
Examples may include:
- academic research
- reputable journalism
- regulator reports
- parliamentary inquiries
- expert testimony
- public data
Members are not expected to produce full research reports, but proposals should demonstrate that the concern is credible and worthy of further investigation.
E. Why This Matters to the Public
Explain the potential public benefit of addressing this issue.
Questions to consider:
- How could improving this issue benefit society?
- How could it improve public understanding or wellbeing?
- How could it strengthen democratic participation or media integrity?
F. Proposed Campaign Action
Describe the type of consumer campaign being proposed.
Examples may include:
- consumer awareness campaigns
- public petitions
- consumer pledges
- advertiser awareness initiatives
- open letters to platforms
- voluntary boycotts
- coordinated subscription cancellations
- calls for transparency or policy change
Campaign actions must remain consistent with the Society’s Ethical Consumer Campaign Framework.
G. Proposed Campaign Duration
How long should the campaign run?
Examples:
- 2–4 weeks (short campaign)
- 6–12 weeks (standard campaign)
- 3–6 months (extended campaign)
Members may also suggest phased approaches.
H. Desired Outcome
What change would represent success?
Examples:
- publication of a transparency report
- platform commitment to a new safety measure
- policy change or consultation
- advertiser response
- improved public awareness of the issue
Campaign outcomes may also include raising public understanding even if structural change takes longer.
I. Risks or Sensitivities
Are there any potential risks or sensitivities related to this proposal?
Examples:
- legal risks
- reputational risks
- misinterpretation of the campaign
- unintended impacts
Identifying risks helps the Society ensure campaigns are responsible and constructive.
J. Proposal Supporters
At least five Touchpaper members must indicate support for the proposal before it proceeds to the review stage.
Supporters provide their member ID or registered email address.
5. Proposal Review Process
Once submitted, proposals follow the process defined in the Campaign Democracy Policy.
The review process checks:
- alignment with the Society’s objects
- legal compliance
- adherence to the Ethical Consumer Campaign Framework
- evidence credibility
- feasibility of proposed actions
Proposals may be returned for revision before proceeding.
6. From Proposal to Campaign
If a proposal passes the review stage, it will proceed to the member deliberation and voting stages.
Members will then vote to determine which proposal becomes the Society’s next campaign.
Winning campaigns will move to the campaign implementation phase.
7. Tips for Writing a Strong Proposal
Members are encouraged to:
Focus on clear public benefit
Avoid targeting individuals
Support claims with credible sources
Keep proposals concise and accessible
Think about what realistic change could look like
Consider how a campaign could educate the public as well as encourage change
8. Transparency
All eligible campaign proposals will be published to members before voting.
Members will be able to review proposals, ask questions and participate in discussion prior to voting.
This ensures campaign decisions are informed and transparent.