Government sets out long-term vision for the creative industries

Advertising and marketing is highlighted as one of four “frontier sectors” – alongside film and TV, video games and music and performing arts – that have the potential to drive significant growth across the economy. 

The strategy recognises that the UK is home to the most digitally mature advertising market in Western Europe, contributing £109 billion in GVA, but also flags the need to address challenges around exports, procurement access and trust. 

The plan also identifies AI as a key opportunity for innovation across the creative industries, including within advertising, while noting the importance of using the technology responsibly. 

Specific commitments for advertising include: 

• Supporting ad tech businesses through accelerator programmes to help founders scale internationally and attract investment 

• Working with industry to build consumer trust in digital advertising via initiatives such as the Online Advertising Taskforce 

• Improving procurement access for smaller agencies by simplifying public sector processes through the Procurement Act 2023 

• Promoting UK advertising globally, with a stronger focus in the Government’s GREAT campaign to ensure the UK remains a Cannes Lions frontrunner 

Commenting on the publication, Sinead Coogan Jobes, Head of Policy and Public Affairs at IAB UK, said: “The Creative Industries Sector Vision rightly recognises the advertising industry as a key driver of growth and innovation. It’s encouraging to see the Plan acknowledge that the UK has the most digitally mature advertising market in Western Europe – a strength that positions us to lead on responsible innovation, particularly when it comes to AI. 

"To support continued sector growth, it’s vital that the Government works with the UK’s digital advertising industry to create an environment that enables businesses to invest in technology and skills with confidence. The Online Advertising Taskforce is a crucial part of this collaborative approach, and we welcome the Plan’s commitment to continue working with us to build consumer trust and ensure that digital advertising remains a resilient and inclusive sector.” 

We’ll continue to work closely with Government and our members to help realise the Vision’s ambition and ensure digital advertising plays a central role in the UK’s creative and economic growth. 

If you have any questions about the Sector Plan or IAB UK’s policy work, please contact [email protected]