IAB UK manifesto for growth in digital advertising
Digital advertising is a UK success story. The sector injects over £120bn per year into the UK economy, supports 2 million jobs across the country and funds free-to-access online services which benefit millions of consumers.
Our sector is driven by creativity, and we’re proud to be a key pillar of the UK’s creative industries. But the digital advertising industry is also a tech and innovation dynamo. Our world-leading ad-tech market makes it possible for businesses to target, optimise and deliver campaigns to consumers in real time. This empowers companies of all sizes – from microbusinesses to global brands – to grow by driving sales, boosting consumer awareness and meeting market needs.
In short, digital advertising is a powerhouse of the UK economy and needs to be treated as such by all parts of the government.
Read our full manifesto
Get prepared for the ‘Less Healthy Food & Drink’ ad ban
With new LHF advertising restrictions coming in on 1 October 1 2025, it’s important for every UK advertising professional involved in food and drink campaigns to understand the changes. We have pulled together key resources, including regulatory guidance and FAQ's all in one place.
Get involved
IAB UK’s Policy & Public Affairs Community works to promote a policy environment that will help to build a better future for digital advertising, for the benefit of everyone. Areas covered include industry self-regulation, data protection and the ‘less healthy’ advertising restrictions.
This Community is led by our Policy and Public Affairs team and is open to all IAB members. We recommend that a representative from all member companies joins the group to stay up to date with the latest developments.
Our work with Government and Parliament
The IAB is a trusted partner for Government and works with policy makers to support development of regulation that drives growth
Online Advertising Policy
Our communications with DCMS, the lead department for advertising policy, including our response to its review of online advertising regulation
Legislation
Read about the Online Safety Bill, the Data Protection and Digital Information Bill as well as the Digital Markets, Competition and Consumers Bill
Parliamentary Activity
Discover how we've proactively engaged policy-makers, including regularly hosting events in Parliament as well as participation in debates
LHF Online Ad Ban
Read our work on the online ad ban of ads for less healthy food products
Our work with regulators
IAB is a crucial conduit between members & regulators – including the ASA and the ICO - working to deliver member-backed outcomes
Self-regulation and standards
A handy primer on UK’s self-regulatory framework for advertising content and placement, covering the CAP Code and how the ASA works
Data, Privacy and the ICO
Explore all of our past and present work on data privacy – from responding to the ICO’s reports on ad tech, real-time bidding, the Direct Marketing Code and the Age Appropriate Design Code, to wider UK GDPR-related activity
Markets & Competition
Our engagement with the Competition and Markets Authority's study into competition in digital markets and online advertising, and the Government’s response
Consultation responses
See how we work with members across key policy areas. Explore our library of consultation responses submitted to government departments, select committees and regulators.