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


/ July 27th 2020 / Matthew Evans
High Fat, Salt & Sugar Advertising

Today (July 27), the Government has announced its much-trailed measures to combat obesity. The proposals include a 9pm watershed on HFSS advertising on television and online; ending BOGOF promotions; calorie labelling; alcohol calorie labelling; expanding NHS services; front of pack nutritional labelling. The Advertising Association has issued the following statement in response.

Sue Eustace, Director of Public Affairs, Advertising Association, commented:

“We are bitterly disappointed by the announcement today by the Government that they are to press ahead with measures against advertising that are misguided, unfounded and will be totally ineffective in the fight against obesity. The Government’s very own research has shown that a 9pm watershed ban on HFSS advertising will reduce a child’s calorie intake by a miniscule 1.7 calories per day – the equivalent of half a Smartie.

“The unwarranted and unprecedented ban on online HFSS advertising is a blunt and totally disproportionate measure. It will prevent food and drink businesses large and small up and down the country from being able to advertise and market their products. It will also impact online publishers, with consequences for journalism. Given the already strict rules in place, enforced by the ASA, these new measures would be wrong even in the most favourable economic circumstances, but to impose them during the current climate is an affront to hard-working business owners and is not what would be expected of a Government seeking to create a business-friendly environment.

“These proposed bans on HFSS advertising will not solve the structural inequalities linked to deprivation that cause higher rates of obesity among people, just as attention-grabbing new regulations will not undo decades of under-investment in targeted and community-based health initiatives. Advertising has a unique ability to be part of the solution to obesity by promoting healthy lifestyles, as the recent ‘Eat Them To Defeat Them’ TV campaign to encourage children to eat vegetables shows. It seems the Government has ignored its own research showing how ineffective these proposals would be.”

Related Articles View More