The Advertising Association is proud to share our 2025 Annual Review, reflecting on a year of progress for advertising and in its ability to deliver growth for businesses, large and small.
The review includes key features:
Making the case for advertising
In May, we published Advertising Pays 2025, a landmark Credos report showing advertising and marketing contribute £109bn in GVA and support 1.7 million jobs across the UK. These figures helped to make the case for the Government’s recognition of advertising as a priority growth sector in its Creative Industries Sector Plan.
Policy progress
We worked closely with Government to secure an Industry Agreement on Less Healthy Food Advertising, providing business certainty ahead of new statutory rules, and advanced responsible AI adoption through our AA Taskforce and engagement with DCMS’s Online Advertising Taskforce.
Public trust
Public trust in advertising reached its highest level since 2021, supported by the ASA awareness campaign, which many of our members contributed to.
Workstream highlights
March saw the third All In Census, shaping the next action plan to build a workplace where all talent can thrive. Meanwhile, Ad Net Zero marked its fifth anniversary, preceded by the launch of v1.2 of the Global Media Sustainability Framework at Cannes Lions. We saw sustained success from trade missions by our UK Advertising Export Group, while Media Smart received enhanced political recognition and expanded its work championing advertising literacy to new audiences.
On its launch, our CEO Stephen Woodford, said: “The year saw us conclude the final chapter of our 2022–2025 strategy and lay the groundwork for what comes next. As we enter our second century as an association, with the support of our members, our mission to continue championing responsible advertising remains as relevant as ever, along with our confidence in its ability to drive growth and value for businesses, society and the economy.”
You can download your copy of the Annual Review here.
