Our Mission
The mission of AHAA is "to grow, strengthen and protect the Hispanic marketing and advertising industry by providing leadership in raising awareness of the value of the Hispanic market opportunities and enhancing the professionalism of the industry."

Goals and Objectives
(Based on Section 2.1 of AHAA Bylaws)

• To provide leadership in raising awareness of the value of the Hispanic market to advertisers and other communities.
• To grow and strengthen the Hispanic marketing and advertising industry.
• To promote and encourage high standards, conducts and ethics by means of study, discussion and education regarding the Hispanic marketing and advertising industry.
• To foster research and distribution of knowledge of the Hispanic marketing and advertising industry among the membership and the general public and to broaden public understanding of the Hispanic marketing and advertising industry.
• To foster, promote, maintain and encourage the civic, social and economic welfare of the Hispanic marketing and advertising industry and to support a system of free and competitive enterprise and individual acceptance of responsibility.
• To cooperate with federal, state, local and international government authorities for the good of the community and the Hispanic marketing and advertising industry.
• To encourage laws, regulations and programs consistent with the growth of the Hispanic marketing and advertising industry, both domestically and internationally, within the lawful regulation of state and federal statutes or guidelines.
• To cooperate with scientific research, educational institutions and non-profit organizations concerned with related matters of interest to the Hispanic marketing and advertising industry.
• To acquire, preserve and disseminate data and available information relative to the functions and accomplishments of the Association and its members.
• To cooperate with state, regional and international associations with common interests in the welfare of the Hispanic marketing and advertising industry in general.
• To undertake such other functions consistent with these Bylaws that will advance the growth and prosperity of the Association's members.
• To promote the common business interests of the members of the Association and the industry.

Agency Standards of Practice
The Association of Hispanic Advertising Agencies have adopted the following Standards of Practice in the best interest of the public, the advertisers, the media and the agencies themselves. In accepting membership agencies agree to follow them.

Competition
Agencies must compete on merit and not by attempts at discrediting or disparaging a competitor agency, or its work, directly or by inference.

Truthfulness of Message
Advertising shall contain a truthful presentation of the offered service or product, and shall reveal significant facts, the omission of which will be misleading.

Substantiation
Advertising claims shall be sufficiently supported and shall not distort the true meaning or practicable application of statements made by professional or scientific authority.

Comparative Advertising
Advertising shall not contain information or visual presentation that through implication, omission, execution or ambiguity could lead directly or indirectly to the consumer being mislead about the advertised product or service or its competitors.

Public Decency
Advertising shall be free of statements, suggestions, or pictures, which are offensive to public decency.

Testimonials
Advertising containing testimonials shall be limited to those that reflect the real and honest opinion of the individuals involved.

Price Claims
Advertising shall avoid price claims that are false or misleading.

Underscoring the professionalism that drives our association, AHAA's Standards of Practice are based on honorable principles that validate the seriousness of our organization while allowing us to exercise consistent examples of integrity, excellence and character.

We recognize that these areas are subject to honestly different interpretations and judgment. Nevertheless, clear and willful violation of these Standards of Practice may be presented to the Board of Directors of the Association of Hispanic Advertising Agencies for appropriate action, including possible annulment of membership as stated in the Association bylaws.