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.


Pretty As A Picture

Representation in Advertising

What do young women in the UK really think of airbrushing? And what is its impact?

Following an increasing number of calls for changes to the way adverts represent models, we decided to find out what the consumers themselves think.

For this report we interviewed young women aged 10-18, and separately their mums, which was complemented by a survey of 1000 young women aged 10-21. These conversations gave us new insight – young women have a strong awareness of what ‘airbrushing’ means and its prevalence in advertising. Girls still place importance on appearance. But education about airbrushing helps girls interpret and decode the images they see in ads. What is more, they tend to favour more natural images in advertising, and trust brands that heavily airbrush less.

This report is injecting some real world relevance to airbrushing conversations between industry, opinion makers, and politicians. The ad industry is facing this challenge head on. A responsible approach to airbrushing and increased diversity in advertising is needed.

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Pretty as a Picture is the result of almost a year’s research into the body confidence of young women, and how this relates to the images they see in advertising. We now have a solid evidence base on which decisions about these issues may be made.

Karen Fraser Director, Credos

Teens who spend more than 3hrs a day on Facebook or Twitter

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