Building a Sustainable Future for Our Industry

Advertising Association president, Keith Weed, today delivered a keynote speech to 300 UK advertising industry leaders at King’s Place to close the industry’s annual summit. His theme of ‘Building a Sustainable Future for Our Industry’ called for a system change within the UK advertising industry to address the long-term decline in public trust of advertising. It included the announcement of the publication of a white paper at the ISBA Annual Conference on March 5th which will set out, in detail, the key initiatives to be taken up by a cross-industry group made up of advertisers, agencies and media owners and led by the Advertising Association, the IPA and ISBA.

Keith Weed, president, Advertising Association, said: “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 keynote address covered Weed’s views for the long-term decline in public trust of advertising, referencing research from the UK advertising industry think tank, Credos, among others. Key initiatives planned by the UK advertising industry include:

1. Reducing the negative impact of bombardment

2. Best Practice to address excessive frequency and re-targeting

3. Raising awareness of self-regulation of advertising content

4. Raising awareness of effective regulation of data usage in advertising

5. Gathering industry-wide support advertising as a force for good

Stephen Woodford, chief executive, Advertising Association, said: “Trust is at the top of our agenda this year and in the years ahead. The time has come for a collective effort, a true system change, to ensure the long-term health and sustainability of our industry for future generations of creative talent.”