The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. We represent UK advertisers, agencies and brands on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.

The Advertising Association focuses on major industry and policy areas that have huge ramifications on UK advertising. This section contains our work around Brexit, HFSS and gambling advertising, data and e-privacy, trust, the digital charter and our Industrial Strategy campaigns.

Credos is the advertising industry’s independent think tank. It produces research, evidence and reports into the impact and effectiveness of and public and political response to advertising on behalf of UK advertisers in order to enable the industry to make informed decisions.

Front Foot is our industry’s member network of over 50 businesses across UK advertising. It aims to promote the role of responsible advertising and its value to people, society and the economy through a coalition of senior leaders from advertisers, agencies and media owners.

We run a number of events throughout the year, from our annual LEAD summit to the Media Business Course and regular breakfast briefings for our members. We are also the official UK representative for the world’s biggest festival of creativity – Cannes Lions.

10 Jun

All In Summit


Picture of Health?

Representation in Advertising

The past few years have made it clear that boys are extremely susceptible to idealised images of what men are ‘supposed’ to be like. This special report from Credos takes an in-depth look into the potential effects of advertising featuring male models on young adults and children.

This report focuses on the way male models are portrayed in advertising and the media – particularly, whether boys are aware of digitally enhanced imagery and whether this impacts their behaviour.

We surveyed 1,005 boys from primary and secondary schools around the country to explore their attitudes towards advertising and body image and conducted focus groups of boys aged 8 to 18 and with teachers, youth leaders and parents to understand the roots, effects and solutions to boys body confidence.

Picture of Health? is the latest in a series of reports on representation in advertising by Credos, and follows 2011’s Pretty as a Picture (on the effect of airbrushing in ads on women and young girls) and The Whole Picture? on ethnic diversity in advertising.

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"By talking to those directly involved - the boys themselves - we hope to inform and encourage the debate on the issue"

Karen Fraser Director, Credos

Boys who feel it would be difficult to talk to their parents about confidence in their looks

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