UK Advertisers Back ASA Funding Reform

Brand safety, trust and accountability are central to a healthy advertising ecosystem – and sit firmly at the heart of ISBA’s 2026 strategic priorities. That’s why we’re pleased to see Stephen Chester, ISBA’s Director of Media, speaking at the Conscious Advertising Network (CAN) 2026 Policy Platform Launch on Wednesday 15 April (1–2pm, Zoom). The session will bring together senior industry leaders to explore how greater transparency and accountability can help tackle ad fraud, disinformation and online harms, reinforcing ISBA’s work to ensure ad ecosystem transparency and promote responsible advertising. The event also marks the launch of CAN’s 2026 Policy Platform, setting out a clear, actionable roadmap to help brands operate more safely and responsibly. Sign up here - https://luma.com/0guxubya

ISBA and IPA (Institute of Practitioners in Advertising) have released an updated version of their joint template Creative Services Framework Agreement, developed in partnership with law firm Lewis Silkin, to continue providing advertisers and agencies with tools to create balanced, proportionate contracts for the provision of creative services. Nicholas Louisson, Director of Agency Services at ISBA, said: “Contracting plays a significant role in aligning advertisers and agencies on their expectations, building the foundations for effective relationships. This latest version represents a great opportunity for advertisers and agencies to review their contracts and ensure they’re fit for the objectives in front of them over the coming years.” ISBA members can download the documents here - https://lnkd.in/ekbiRRrZ Jo Farmer, Abi Slater, Elizabeth Burton, Katie Moon, Sarah Chetta, Nicholas Louisson, Sylvia Wood, Tessa Gooding, Richard Lindsay

A fascinating discussion at Foresight 2026, with Bobi Carley joining Rachel Aldighieri (DMA) and alex kozloff (IAB UK) for a panel chaired by Justin Pearse (NewDigitalAge). The panel explored AI governance, consumer trust, effectiveness and the growing importance of visibility in LLMs. Bobi highlighted the role of trade bodies in providing a collective voice for advertisers and helping members navigate an increasingly complex landscape. Thanks to New Digital Age for a great event, and to everyone involved for sharing their insights on some of the biggest opportunities and challenges facing our industry. #ForesightConference2026 #AI

Today is Safer Internet Day!   At a time when social media use and questions around effectiveness are front of mind, ISBA is helping advertisers champion responsible marketing.   Our Responsible Media Guide gives advertisers a clear framework to ensure ethical, sustainable and effective media practices. 👉 https://lnkd.in/eew7EiFj Working with IPA (Institute of Practitioners in Advertising) we’ve developed 12 guiding principles to support agencies and advertisers in the responsible use of generative AI in advertising. 👉 https://lnkd.in/eE_DvQqa ISBA are supporters of Media Smart UK, the industry’s education programme, helping young people understand advertising wherever it appears - and inspiring them to consider our sector as a future career. See more here https://mediasmart.uk.com/

How do we continue to build trust? As the ultimate “Who can you trust” TV show resumes on the BBC, we at the Advertising Association place an increasing importance on making sure that the work of our industry can be trusted. That’s why it was fantastic to hear the progress being made at Asbof earlier this week where, alongside ISBA, they have launched the 'Proud to Support the ASA’ campaign which call upon brands to ensure that the advertising regulator survives and thrives. We know from the Credos - Advertising's think tank data that trust in adverting is rising, as since our ASA awareness campaign began in 2022, public trust in adverts has risen from 30% to a five-year high of 40%. However, there are many challenges to protect and build this level of trust.  Our Ad in the A is ‘Menopause Monopoly’ from Saatchi & Saatchi in partnership with OMD UK and Channel 4 for Aviva. The campaign aims to encourage more open conversations around menopause to challenge stigma and lack of awareness. To read our full newsletter, click here: https://lnkd.in/e5HMrhj8

Next week, ISBA is setting out its direction for the years ahead with a Strategy and 2026 Priorities Deep Dive webinar Led by Simon Michaelides, ISBA’s Director General, the session will explore: - The biggest challenges facing marketers today and how the landscape is likely to evolve over the next 3–5 years - ISBA’s new five‑year strategy and how it will support advertisers - The key 2026 workstreams, including the guidance, tools and resources planned for the year ahead - Opportunities for members to get involved and help shape industry priorities The session is open to all in the industry, you can sign up here - https://lnkd.in/eKav3EyU

UK advertisers are operating in a period of profound change - and the strongest response won’t come from any one brand acting alone. Simon Michaelides reflects on his first 100 days as ISBA Director General in Campaign UK and sets out why brands can prosper by using their collective strength to tackle the common obstacles we all share. This is a moment for collective leadership, shared standards and practical guidance - so marketers can move from disruption to progress with greater clarity and confidence. Read the full article: https://lnkd.in/effJEidE

Yesterday saw the UK welcome its sixth Prime Minister in ten years. Here’s the reaction from our Director General, Simon Michaelides: “Andy Burnham takes office at a particularly challenging time for our sector. AI is revolutionising every aspect of marketing. Domestic broadcasters are fighting to evolve and adapt to the streaming age and the consolidation of the media landscape. Society is grappling with social media and the prevention of online harms. The global economy remains turbulent, consumer confidence low, and growth elusive. The speed and complexity of political and economic change would pose huge challenges for any government. How the new Cabinet chooses to respond and engage with advertisers matters. “Our task as an advertising industry is to face into these headwinds and demonstrate that marketing as the engine of business growth, is a reliable partner to government in meeting the big policy challenges facing our country. We’ve always worked constructively with governments of all parties, and we look forward to maintaining that approach with Andy Burnham and his new team. “Keir Starmer’s Administration set out an Industrial Strategy for Britain, with the creative industries as one of its key pillars – and within that, advertising was identified as a critical sector. We look forward to the Burnham Government maintaining that view: propagating our world-leading self-regulatory system, enabling marketing leaders to be the drivers of the growth the country needs, and being open to hearing the united voice of British advertisers in the debates that shape economic & societal outcomes. “We look forward to continuing to work with Lisa Nandy as Culture Secretary and offer our congratulations on her securing one of the most exciting jobs in government, one that sits at the heart of who we are as a nation. Together we hope to grow the trust and effectiveness in advertising that we need to see.”

Great energy today at Adwanted Events Future of Brands conference delivering real talk from real brands - challenges that we are prioritising at ISBA in 2026. Great to see so many ISBA members on stage Rachel Moss Tom Mardon Lisa Walker Dom Dwight Jennifer Carey Olya Dyachuk Bhavesh Patel Peter Rowe Petros Salibas Joe Goldberg Ryan Todd with a fabulous closing panel featuring James Longhurst interviewing Nicki Brown Niamh Foley and Christof Baer My fav quotes of the day: • “Brand and performance on separate balance sheets, same team doing the work. That’s not a measurement problem. That’s a structure problem.” • “The CFO will always ask for £. Stop defending marketing. Start speaking business.” • “Econometrics is a rear-view mirror. What are we building that’s actually future-facing?” • “Creativity is still the most undervalued asset in advertising. And short-termism is why.” • “Brands are responsible for where they appear. Full stop. The accountability cannot be outsourced.” • “The question isn’t how much GEO content you’re producing. It’s how much of it people actually want to see.”

UK advertisers are facing a once‑in‑a‑generation shift - from economic pressure and fragmented measurement to the rapid acceleration of AI. In his first 100 days as ISBA Director General, Simon Michaelides sets out in Campaign UK why this moment demands collective leadership, shared standards and practical guidance - not platitudes. Marketers are being asked to deliver long‑term brand growth and short‑term results at the same time, often without the frameworks or clarity they need. Read the full article below https://lnkd.in/effJEidE