The advertising think-tank, Credos, has published a report ‘Advertising Pays 4: Export value and global impact’. It highlights UK advertising’s “long-established reputation for excellence”; a big part of which is a result of home grown creativity, innovation and talent and the value of exporting that around the globe. The report also showcases the work of the ASA in helping bolster this reputation through the value and benefits of a self-regulatory system that is “widely considered to be a gold standard in the industry.”

Our role is to make advertisements responsible and our ambition is to make every UK ad a responsible ad. The work we undertake each year plays an important role in protecting consumers, but it also helps establish a level playing field amongst competitors, allowing responsible advertising to flourish which in turn promotes trust. All of which contributes towards UK advertising being known globally for its truthfulness and integrity as well as its flair and creativity.

We work closely with counterparts in other countries, from New Zealand to South Africa, India to Canada and with our European colleagues under the umbrella of the European Advertising Standards Alliance, to support and promote advertising self-regulation across the globe. While we learn from our partners, benefit from sharing knowledge and observing how others approach regulatory challenges, we’re very proud that our system is seen as a best practice model and that we’re able to share our experience and expertise with other countries.

Our advertising industry is rightly recognised as a huge economic and creative export. By working to ensure UK ads are legal, decent, honest and truthful we help play our part in that success.

Commenting on the report and on the role we play in it ASA Chief Executive, Guy Parker, says:

“There are plenty of other countries with excellent systems that suit their own circumstances and cultures, from whom we’re constantly learning. But we’re extremely proud of the ASA model and we get a lot of pleasure from exporting those elements that other countries can use.”


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