Advertising Association aims to put industry on front foot

The Advertising Association has set up a foundation to help argue the benefits and merits of advertising to the wider world as marketing comes under the threat of increased regulation and attack from lobbyists.

Tim Lefroy

The initiative, called Front Foot, has been launched after research found that only 15% of adults “generally trust advertising”.

It will start early next year and will aim to be “the single contemporary authoritative objective source for the values and pitfalls of advertising, commercial and social communications”.

Tim Lefroy, chief executive of the Advertisign Association (pictured) said that it would be funded by all parts of the industry “in rough proportion”, including clients, agencies and trade bodies.

He announced the initiative at the Media Guardian Changing Advertising Summit today (19 October) and said that it was very worrying that this lack of trust was occurring at a time of long-term structural change for the industry combined with the recession.

Lefroy said that if the current trend continues people “against” advertising will soon outnumber those who support it.

He added: “Advertising is a force for good in society provided it is done responsibly and the UK has the best independent, self-funded regulatory system in the world.”

Lefroy pointed out that there have been 125 new pieces of legislation controlling advertising and marketing freedoms in the last five years.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here