However, the current president told PRWeek reaction from members had been "very positive".
On Friday, a CIPR statement said it would "publish a new professional standard on public relations measurement in the autumn, which will identify the use of AVEs in public relations as unprofessional".
The announcement said that members currently using AVEs would be given 12 months to "complete a transition to valid metrics", going on to say: "Members found to be using AVEs thereafter may be liable to disciplinary action."
Also see: A third of UK PR firms still use 'meangingless' AVEs measurement'
Guidance on the rules will be presented to the CIPR council in September, the organisation said.
The phrase "disciplinary action" has raised some eyebrows.
Ketchum chief engagement officer Stephen Waddington, who served as the CIPR president in 2014, said on Twitter that this threat was an "extreme departure" from the previous position of encouraging a reduction in AVEs through education.
@wadds @PRCAIngham @PRCA_UK I'm no fan of AVE and have said so publicly on many occasions. Just seems overboard to threaten "disciplinary action" for sloppy metrics
— David Gallagher (@TBoneGallagher) May 19, 2017
David Gallagher, international president of Ketchum owner Omnicom Public Relations Group replied that he thought it "seems overboard to threaten 'disciplinary action' for sloppy metrics".
In response, president-elect for 2017 Sarah Hall tweeted: "Can't say I disagree."
@TBoneGallagher @wadds @PRCAIngham @PRCA_UK Can't say I disagree
— Sarah Hall (@Hallmeister) May 19, 2017
The #FuturePRoof editor, who operates as Sarah Hall Consulting, declined to comment further when approached by PRWeek. As president-elect, Hall sits on the CIPR board alongside current president Jason MacKenzie.
MacKenzie told PRWeek: "The reaction from members to the announcement has been very positive, with the majority uniting behind our ambition to rid the industry of this false metric. We all agree that AVEs are at best unhelpful and at worst incredibly damaging to the PR industry we seek to professionalise.
"As an industry, we’ve been talking about this issue for far too long. It’s time that AVEs died and decisive action is needed to drive our industry forward.
This is really superb - massive respect to @CIPR_UK for doing the right thing on this. ?? https://t.co/LjM9FaGBK6
— Claremont Comms (@Claremontcomms) May 19, 2017
Really welcome this move by AMEC & @CIPR_UK to eradicate Advertising Value Equivalents from the PR profession https://t.co/5U4rP1CFeC
— Emma Rodgers (@EmmaRodgers) May 20, 2017
Completely support this move by @CIPR_UK to eradicate #AVE measurement ???? #banAVE #publicrelations #communications https://t.co/ygI6fDwbsH
— Nicole Kenny (@Nicole_Kenny) May 18, 2017
@wadds @CIPR_UK Fantastic. Heartily approve of this announcement
— Matt McKay (@CommsPond) May 19, 2017
