About Advertising

Advertising and marketing are important. They play a crucial role in brand competition, drive product innovation and fuel economic growth. Many industries such as arts, sport and culture depend on them for their revenues. They also fund a diverse and pluralistic media, including a free internet, enjoyed by consumers of all ages, including children and young people. The advertising industry offers huge opportunities for growth and innovation, and creates positive social benefits. Research shows the industry is recognised as a force for good in society, particularly when it comes to advertising campaigns that support positive behaviour change, such as encouraging people to get vaccinated or raising awareness of cancer screenings. The UK also has a world-class self- and co-regulatory system, the Advertising Standards Authority (ASA), ensuring that ads are legal, decent, honest and truthful. The ASA regulates advertising across all media, from traditional broadcast and print to digital and social platforms, handling thousands of complaints each year and taking swift action when standards aren’t met.

Advertising drives the UK economy

Advertising is a driver of economic growth and competition. Advertising can generate direct, indirect, induced and catalytic economic effects. On average, £1 spent on advertising generates a profit ROI of £4.11 for medium-large businesses and £1.89 for micro-small businesses.[1]

Latest data from the AA/WARC Expenditure Report (October 2025)[2] shows that total UK ad spend rose 9.1% in Q2 2025 to £11.3bn, slightly ahead of the 8.8% recorded in Q1 2025. For H1 2025, ad spend was up 8.9% to £22.0bn. Looking ahead, growth is expected to moderate slightly in H2 2025, leading to an increase of 8.2% for the year. After inflation this equates to growth of 4.5%. The forecast for the UK ad market in 2026 stands at 6.6%, by when it will be worth £49.1bn.

[1] Advertising Pays 2025. 

[2] AA/WARC Expenditure Report. 

A force for good in society

An image with two shots of the Advertising Pays leaflet, showcasing UK's advertising social contribution.

Beyond the economic contribution, advertising can be harnessed to address societal challenges. When government is looking to achieve critical public health goals – such as encouraging cervical cancer screenings – our industry is the port of call to get this done.

During the two years of the Covid pandemic, online advertising alone generated 19 billion impressions and 95 million clicks to Government/NHS sites, helping save lives. Charity spend on advertising increased 44% to £611m from 2018-2023, reflecting the importance of our sector for the public good.

A global exporter of creativity

A dark, space-like background with the Earth shown from space, partially lit by a bright light on the horizon. Neon blue, pink, and purple light trails radiate outward from the UK across the globe, suggesting global connections. On the right, turquoise text reads “UK ADVERTISING — MADE — GLOBAL,” with smaller text explaining that UK advertising brings global talent and creativity to brands worldwide.

In addition, the UK has a world-leading reputation for advertising creativity, strategy and effectiveness and is the second largest exporter of advertising services globally. According to latest ONS figures, the UK exported a surplus of £3 billion of advertising and marketing services in 2024.[3]

[3] The Pink Book 2025 edition.