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What happens if we do not comply?

Unless there is a legitimate reason that cannot be overcome through reasonable business measures, advertisers who are not compliant will have problems filing required reports with the union and may be unable to access important databases should an actor claim a violation of the commercials contract. Thus, non-compliance, even if excused for business reasons, does not represent best practices and the agreement between the industry and the union to support optimal measurement and monitoring in the marketplace.