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


/ March 23rd 2020 / Ellie Mason
Public Trust in Advertising

The UK advertising industry’s Trust Working Group, led by the Advertising Association, IPA and ISBA, has been working hard on addressing the decline of public trust in advertising since it formed in 2018.

One of the first steps it undertook was to develop a five-point industry action plan to address the issues that had emerged from research by our industry’s think tank, Credos. The first two of these actions, around advertising bombardment and excessive frequency, later were discovered to be advertising’s top drivers of public negativity.

Talking on this, at ISBA’s Annual Conference last month (see video below), ISBA Director General Phil Smith and Mark Evans, Managing Director of Marketing and Digital at Direct Line, discussed the outputs from our Trust Working Group. They said that loss of trust remained an existential risk for the industry, and it is vital that advertisers engage with measurement, particularly of frequency since bombardment was the major factor in consumer alienation. But it is equally in the interests of the media and digital supply chains to engage in the issue since it directly affected readers and users.

It was following this that ISBA, in partnership with consultants Derek Morris and Nick Manning, launched a brand new Advertising Experience MOT for any advertiser seeking to secure greater value and efficiency as a result of improving the public’s experience of their campaigns. It is a new, independently verified test of a company’s/brand’s approach to safeguarding the consumer, avoiding advertising bombardment and wasted investment. The MOT has five elements:

  1. Make your advertising welcome in people’s lives
  2. Place business effectiveness above efficiency
  3. Achieve full visibility of where your advertising goes
  4. Ensure every impact and exposure matters
  5. Deploy the necessary resources to track, measure and manage this programme 

You can find out more about ISBA’s Advertising Experience MOT here.

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