The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. We represent UK advertisers, agencies, media owners and tech companies on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.

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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 e-privacy, trust, the digital charter and our Industrial Strategy campaigns.

Credos is the advertising industry’s independent think tank. It produces research, evidence and reports into the impact and effectiveness of and public and political response to advertising on behalf of UK advertisers in order to enable the industry to make informed decisions.

Front Foot is our industry’s member network of over 50 businesses across UK advertising. It aims to promote the role of responsible advertising and its value to people, society and the economy through a coalition of senior leaders from advertisers, agencies and media owners.

We run a number of events throughout the year, from our annual LEAD summit to the Media Business Course and regular breakfast briefings for our members. We are also the official UK representative for the world’s biggest festival of creativity – Cannes Lions.

Case study: Mediacom’s carbon calculator

/ October 6th 2020
Action 3 Resources Ad Net Zero Climate Action UK Advertising’s Climate Action Showcase

MediaCom London has been carbon neutral in its operations since 2007. However operational emissions are just a small proportion of any agency’s carbon footprint – the majority comes from the work done for clients. The agency is looking at how to minimise its wider impact. One initiative is the development of a media carbon calculator which calculates the carbon footprint of a media plan and allows clients to offset this.

Centrica, the parent company of British Gas and Hive has set out clear responsible business ambitions to 2030, with sustainability a core pillar within this. To support this vision the British Gas and Hive marketing teams are building a sustainable marketing approach, starting with the carbon impact of media delivery.

MediaCom has worked with British Gas to understand the overall carbon footprint of their Q4 media campaigns. Using their media carbon calculator, they identified a footprint of 980 tonnes of CO2 emitted in the delivery of the campaigns. Through offsetting this footprint via high impact projects within Kenya and Uganda they have been able to create a carbon saving and positively impact local communities through investing in efficient cooking and clean water solutions.