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.

Made Global Case Study – Google

/ February 28th 2021
Exports and International Trade

Google is one brand taking action to minimise its carbon footprint. They are passionate about making smart use of the Earth’s resources; creating products with the planet and people in mind. 

Brandfuel collaborated with Google to showcase its sustainable credentials by designing and building the agency’s most sustainable stand to date. The Upcycled Stand is a sustainable construction almost entirely made up of recycled and upcycled materials. This modular stand is made out of wooden pallets, crushed up car parts, and metal from an old wartime barn. Since its creation, the stand has been reused for four various functions such as the European Geosciences Union, Living Planet Symposium, Greentech Festival and the UN Climate Change Conference. It won a Platinum award in The World Exhibition Stand Awards 2020 for Best Sustainable Stand. 

Brandfuel always strives to partner with like-minded ethical companies that echo their commitment to sustainability. Brandfuel is determined to become recognised as an industry leader for reducing its environmental and social impact. The team are moving towards a zero-waste, net zero-emissions event model for all of their events by 2022. With this in mind, Brandfuel has recently been accredited with the Sustainability ISO 20121 making them the first agency to be certificated for both virtual and ‘in person’ events.


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