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, media owners and tech companies 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.

Consultation On Age Appropriate Design

Consultation Responses

We submitted our response to the ICO’s Age Appropriate Design Code consultation which closed on 31 May 2019. The Advertising Association’s general concern is that the current draft of the Code could have an adverse impact on the wider ecosystem, by reducing advertising revenue for many ISSs. This will be detrimental to competition and put the UK at a disadvantage to other markets. Moreover, it could reduce diversity and curb the creativity of content and services.

We believe that a better solution would be operate carve outs or exclusions for ISSs that are already subject to stringent codes (i.e. CAP and IPSO) that already have specific measures that take the needs of children in account and are consistent with the UNCRC.

You can download our submission by entering your email address in the box alongside.

Download Age Appropriate Design Submission
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