The Advertising Association promotes the rights, roles and responsibilities of advertising. 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-privacy, trust, the digital charter and our Industrial Strategy campaigns.

Front Foot is the UK advertising industry’s members’ network. Membership offers a range of exclusive benefits, from early access to Credos research to invitations to networking events. Front Foot members seek to collaboratively find solutions to the biggest issues facing advertising.

Become A Member

Members of our exclusive Front Foot network receive early access to Credos research, invitations to regular breakfast briefings and networking events, and receive the exclusive Front Foot Quarterly magazine. To apply for membership, click here.

The Advertising Association runs a number of events, from our annual agenda-setting LEAD conference to bespoke breakfast briefings. As of 2018 we are the official UK representative for the world’s biggest festival of creativity at the Cannes Lions.

Report: Arresting The Decline Of Public Trust In UK Advertising

Trust in Advertising

Today the Advertising Association is launching its new report: ‘Arresting The Decline Of Public Trust In UK Advertising’, at the ISBA conference.

For the past few months the Advertising Association and its president Keith Weed have made rebuilding public trust in advertising their top priority.

Speaking at LEAD ’19, the industry’s flagship advertising conference, Weed explained that it is now “trust or bust” for the industry.

“Ultimately, advertising does good but with trust in decline, we risk it losing that positive influence. A brand without trust is simply a product and advertising without trust is just noise. The Advertising Association is pioneering a change to rebuild public trust in advertising but success requires collaboration from all industry players. It’s trust or bust and I choose trust.”

The Trust Paper contains research from Credos into the primary reasons why public trust in advertising has fallen over the past few decades, from around 50% favourable in the early ’90s to just 25% in 2018. It identifies six overarching factors affecting public perceptions of advertising, from bombardment to unhealthy advertising.

The report also highlights five actions the advertising industry should undertake in order to arrest that decline, and sets out criteria by which the success of those actions can be measured. Those actions are:

  1. To reduce advertising ‘bombardment’
  2. To reduce excessive advertising frequency and re-targeting
  3. To ensure that the ASA is “best in class”
  4. To ensure that data privacy matters
  5. To show that advertising can drive social change
Download 'Arresting the Decline of Public Trust in Advertising'
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In 2018, public favourability towards advertising was measured at

25%
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