The Audit Bureau of Circulation is a section 21 company based on an agreement between the advertiser, advertising agencies and media owners. Their main function is to certify and provide accurate and comparable circulation figures in order to assist advertisers, marketers and publishers in the buying and selling of advertising and promotional material.  Furthermore, their objectives are to provide circulation data that is in no way inaccurate or distorted, to deal honestly and fairly with all parties and to increase industry awareness regarding the benefits of ABC membership. This type of agreement is achieved through auditing standards through the certificate and reports submitted.

Publisher members are requested to submit audited figures verifying their circulation, by means of a circulation certificate. The audit of the certificate must be conducted by an accountant or auditor who must have full access to all financial accounts and relevant records connected with the publication for the purpose of a complete and accurate ABC audit. The certificate will confirm print orders, methods of distribution and frequency of publication.

The benefits of an ABC certificate are as follows:

• It allows the publisher to sell advertising space based on certified information
• The ABC certificate assures the advertiser regarding the information claimed by the publisher
• The information is certified by an independent authority with no affiliation recognised by the industry as providing a true measure
• The certificate will raise the status of the publication in the eyes of a potential advertiser
• The following code of conduct applies to publishers:
• To act with the utmost of good faith
• To ensure that all information provided is not misleading or inaccurate
• To respect the copyrights and trademarks of other members
• To promote and sell space on the merits of the memberships own title
• To deal honestly with advertisers and suppliers

The criteria for registering are:

• Payment of the required fee
• Submission of a copy of the publication
• Brief description of the publication
• Publication Calenda
• Selling price