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

Case study: Channel 4

/ October 29th 2020
Action 1 Resources Action 3 Resources Ad Net Zero Climate Action UK Advertising’s Climate Action Showcase

Set up in July 2019, 4Earth is an employee representative group which champions environmental sustainability at Channel 4 through staff engagement, on screen activity and external collaboration.

The group has 112 members from all areas and locations of the business who act as environmental ambassadors. 4Earth was born out of a growing concern from stakeholders on the impacts of the climate emergency.

In September 2019, Channel 4 joined the Global Climate Strike with a social media walkout. Channel 4 has also switched to 100% renewable energy in the London, Manchester and Bristol offices, and is committed to sending zero waste to landfill.

Channel 4 is mandating the use of the Albert calculator by all production suppliers to capture Scope 3 GHG emissions, with all staff due to undergo Albert training. The channel also plans to publish its first environment plan with a view to becoming a carbon positive business.

These commitments have made a positive impact on staff morale and have improved brand reputation amongst external stakeholders.

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