© 2019, © 2019 Advertising Association. This paper proposes three criteria for evaluating advertising measurement practice: item validity, scale validity, and comparability. A review of the measurement literature is combined with an overview of research practice in order to identify harmful measurement practice. Applying the proposed criteria, the paper identifies four harmful measurement practices that should be eliminated: (1) the use of inappropriate numerical response scales; (2) mixing unipolar and bipolar response scales; (3) the use of antecedent and outcome items; (4) the inconsistent use of response scale endpoint qualifiers. By eliminating these flawed measurement practices the field would significantly improve advertising measurement practice.