Fair value accounting in financial reporting involves the valuation of assets and liabilities based on their current market value rather than historical cost. This approach provides a more accurate representation of an entity's financial position by reflecting current market conditions. Fair value accounting is practiced by assessing the price that would be received to sell an asset or paid to transfer a liability in an orderly transaction between market participants. It enhances transparency and comparability in financial statements, although it requires reliable market data and can be subject to volatility in market conditions.