“To seek the truth and live by it” was one of the Advertising Association’s founding pledges in 1926. Unsurprisingly, truth remains high on the Advertising Association agenda in 2018.

As an organisation we are now informing a working group which engages our Council members in the biggest challenge the industry faces – trust in advertising.

We aspire to lead the world as the best self-regulated advertising industry. In a time of major technological change, how do we ensure we retain this position, setting world-class expectations for advertising in the 21st Century? How do we lead as an industry that others will look to follow?

We believe that the end-user of the UK’s advertising industry deserves the very best advertising has to offer – client, agency, media and public.

What does the very best look like for each of these end-users and how do we get there? And how do we get there faster than other territories dealing with similar issues?

This will be the central driving force for our work with the Advertising Association Council in 2018 as we ensure our industry has the strongest possible position for success post-Brexit, both in the UK and on the world stage.

Look out for news and research from Credos on trust in the coming months.


Request a copy of our 2017 Review here if you want to read more about the Advertising Association’s 2018 plans.