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.

Preparing for the end of the transition period

/ July 30th 2020 / Noa Cohen
Brexit and Trade Policy

Whilst details of an agreement on services is being negotiated,  it is difficult to predict what the impact will be on business between the UK and EU. What is for certain is that UK businesses will be regarded as businesses from a third country and will not enjoy the same rights and benefits as businesses established in the EU and vice versa. This could affect how UK businesses invest, establish or deliver services across the border.

If no deal is reached by 31 December 2020, all trade in goods and services between the UK and EU will default to WTO terms. This will mean that the UK will face tariffs on trade in goods and restrictions in the delivery of services. Additionally, if no data adequacy decision is reached by the end of the year then the transfer of personal data from the EU/EEA will be restricted. You can read more about data transfers and Brexit here.

Regardless of whether the UK and EU reach a deal, UK-based businesses or professionals delivering advertising services to any country within the EEA may face additional legal, regulatory and administrative barriers as a result. Any businesses delivering services to countries within the EEA will need to check the local regulations of the individual countries they will be operating in and possibly seek legal advice.

The UK Government has published a further guidance and signposts to relevant information for each EEA Member State which can be found here. The UK Government has also published this useful guide.

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