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


Ad Pays 4: Export value and global impact

Ad Pays Series

As adam&eveDDB cofounder James Murphy says in his introduction to Advertising Pays 4, the idea that you can export an ad is an odd one. Despite that, this report demonstrates that the UK has an outsized influence when it comes to global advertising success, and sets out ways to maintain that leading position in years to come.

“…The UK is the most important centre for advertising in Europe, and vies with the USA for global industry leadership…  According to this report, it all adds up to exports worth £4.1 billion per year – a significant contribution to our economic growth.”

– Sajid Javid MP, Secretary of State for Business, Innovation and Skills and President of the Board of Trade

As the UK attracts foreign earnings, we enjoy a constant injection of foreign talent, eager to take advantage of the first-class experience and training on offer. Training qualifications offered by our respected trade organisations support this – and are another export success themselves.

Elsewhere, our public awareness campaigns attract widespread international attention. And the UK’s self-regulatory system – which underpins the vibrancy of our domestic output – has served as a model for other countries, which replicate aspects of its structure and turn to the Advertising Standards Authority for guidance and advice as they develop their own systems.

What drives UK advertising’s global reputation for excellence? Advertising Pays 4 seeks to quantify and explain UK advertising’s export contribution.

Sneak Peak View More

"The UK has the greatest passion for advertising of any country where I've worked"

James Thomson Chief Marketing and Innovation Officer, Diageo North America

Advertising export growth outstrips the wider economy

Worth of annual UK exports of advertising services
Related Resources View More