Stephen Woodford, Chief Executive, Advertising Association, commented:

“UK advertising and marketing communications is a key professional service, which generates £120bn per year for national GDP and we are asking to Government to protect this and our position as a world-class advertising hub. There are some positive signals in this white paper but also some areas for concern where more detail is urgently required.

“For example, we welcome the positive proposals on data protection. Cross-border data flows are essential to a healthy advertising ecosystem which is increasingly digital and global in nature. However, the end of free movement poses a real danger to our world-class status. UK advertising will still be able to thrive with the right immigration system in place, but we need to see more detailed proposals for a flexible migration system that allows us to hire the brightest and best from around the world to work along-side home-grown talent. So, we need Government to develop a meaningful proposal that will work for our industry. We also urge Government to bring forward detail as soon as possible on how it intends to address the fact that the ‘country of origin’ principle will no longer apply to broadcasters based in the UK.

“Time is of the essence – advertising and marketing communications businesses need clarity to plan effectively for the future and we ask Government to provide detail on the supplementary provisions as a matter of urgency.”