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.

How can advertising drive the UK’s industrial strategy?

/ January 21st 2019
AAccelerate UK Industrial Strategy


There are two strategic opportunities for the Government’s Industrial Strategy.

Advertising benefits the economy and incentivising its use will help to structure the UK economy for long term success. Interestingly, research has shown that investment in advertising in small and medium sized enterprises (SMEs) is even more powerful than similar investments by larger companies. Using this learning, the Advertising Association has devised a package of measures that industry and Government can implement under the industrial strategy to deliver long term sustainable growth.

SMEs Advertising Association Industrial Strategy


What are the potential benefits to UK plc of the Advertising Association’s proposal?

The UK’s advertising industry is a world leader, delivering an export value second only to the United States in size. London is clearly the leading advertising hub in Europe and vies with New York as the pre-eminent global centre of excellence. However, Brexit provides an opportunity for competitors such as Amsterdam, Berlin, New York and some Asian hubs to try and attract business from the UK. They are investing in communication campaigns, direct engagement, incentive schemes and fast efficient support (e.g on visas, licenses etc) to attract corporates and individuals. The UK will need to take similar action to maintain its position as the “go to” market for companies to place their global advertising accounts, and the “go to” place for talented people in the advertising and media sector to work.

Channel Four Headquarters, London, UK


What are our proposed next steps? 

Investigate the proposals further.

Begin formulating how we could implement the proposals.

How would we evaluate and enhance the proposals?

Advertising Pays 2: How advertising can unlock UK growth potential.
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