Advertising and the Big Society-'happy bedfellows'

28th July 2010

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ePolitix.com speaks to Ian Barber, director of communications at the Advertising Association, about the Big Society and the economic downturn.

Could you tell us a little about the work of the Advertising Association?

We are the only body to represent all sides of the advertising industry – media owners, advertisers and advertising agencies – and as such we represent some 250,000 people who directly owe their livelihood to advertising. Our membership consists of associations such as ISBA (representing UK advertisers) and the IPA (representing agencies), as well as major media owners such as ITV and Channel 4.

Our core role is two-fold. Firstly, to protect our collective right to advertise responsibly and, through the Advertising Standards Authority (ASA), to maintain our reputation as a world-class example of how industry should self-regulate. Secondly, we are advocates for the positive role that advertising plays in the UK's cultural, social and economic wellbeing. We believe that good advertising has the potential to benefit everyone.

David Cameron has set out his vision for the 'Big Society' in which people "don't always turn to officials, local authorities or central government for answers to the problems they face". What is the advertising industry doing to tackle the problems it faces?

Advertising and the 'Big Society' feel like happy bedfellows. Through the ASA our industry has a long-established tradition of understanding its customers, their concerns and how the industry should respond. What's more, it's a self-regulatory system that is entirely funded by the industry.

How has the advertising industry been affected by the economic downturn?

Historically, advertising is hit earlier than most industries when recession looms – and the recent economic downturn hit advertising hard. In 2009 advertising expenditure fell by 12 per cent from the previous year. However, recent forecasts have shown signs for cautious optimism. This year, spurred on by high TV ad revenue during the World Cup, ad spend is forecasted to grow by 3.3 per cent. With ad spend forecasted to grow by 2.4 per cent in 2011, the outlook for the advertising industry looks considerably brighter.

How important is the advertising industry more broadly to the economic recovery of the country?

We lose sight sometimes of just how vibrant and important the advertising industry is to the UK. This is not simply in terms of the 250,000 jobs that advertising supports but also the industry's role in driving choice, innovation and competition – all vital aspects of a healthy, growing economy.

What more can parliamentarians do to promote the work of advertising, or to make the work of the advertising industry easier?

We need to create an environment in the UK which supports and encourages great advertising, recognises that the freedom to advertise responsibly is important, and makes it an attractive industry for UK talent. Advertising will always have its critics but this is an industry which plays an overwhelmingly positive role economically, socially, nationally and locally. We would urge parliamentarians to consider the contribution that advertising makes when considering policies with the potential to impact the industry.

Please find out more at the Advertising Association microsite on ePolitix.com