The Advertising Association has published the first results of new regular polling research (conducted by Yougov) to measure attitudes to advertising.

The responses received in the first survey demonstrate that consumers recognise the many benefits advertising brings.

Peta Buscombe, Chief Executive of the Advertising Association described the results as “heartening and encouraging” for the advertising industry and said they demonstrate that “at a time when business is very concerned about the present economic situation it will be those that that stay ahead of competition during hard times who will reap considerable rewards on recovery.”

Peta Buscombe said “it is reassuring that public awareness and confidence in advertising is strong and people are benefiting from the strength of creativity in the sector.”

This response comments on the flaws in the “evidence statements” in the consultation document relating to the effects of alcohol advertising on consumption, and questions the impact assessment’s cost benefit analysis about health warnings in alcohol ads. It sets out the way in which advertising can play a positive role, alongside other initiatives, in effecting behavioural change about alcohol misuse.

Responding to the publication of analysis by Which? on food advertising, Baroness Peta Buscombe, Chief Executive of the Advertising Association, called their report "sensationalist, unconstructive and missing the point" and pointed out that the list “includes programmes clearly not aimed at children and films screened after 10pm.”

Baroness Buscombe said the advertising industry took a responsible approach to food advertising and that there clearly has to be an element of parental responsibility on which programmes they allow their children to view.