UK marketing industry reacts to landslide Labour election victory

Eager to build close ties with the incoming administration, the UK’s marketing trade bodies have wasted no time in welcoming the new government and calling for clarity on how their particular parts of the industry will continue to be regulated and supported.

What’s not clear at this stage is who they will be lobbying in parliament after shadow culture secretary Thangam Debbonaire was defeated by the Greens in Bristol Central. More on that when new prime minister Keir Starmer announces his cabinet.

For now, here’s what we’re hearing from the industry – updated live as we get it.

WPP chief welcomes ‘focus on pro-business environment’

Mark Read, chief executive of the UK’s biggest ad agency business WPP, had said he is looking forward to working with the new government to make the UK an “an even more attractive place to do business, live and prosper.”

“We welcome their focus on creating a pro-business environment that supports innovation and investment, and will work closely with them to ensure that the professional services sector and creative industries continue to take advantage of the opportunities to drive UK growth,” Read said.

IAB urges Labour to rethink Tory digital advertising regulation

Christie Dennehy-Neil, the head of policy and regulatory affairs at the body that represents the digital advertising sector, has called on Labour “not to automatically pick up where the Conservatives left off” on regulating the space.

She said: “The incoming government represents not only a change but a valuable opportunity to take stock and reassess how to address challenges within the online ecosystem. We’re calling on Labour not to automatically pick up where the Conservatives left off when it comes to making policy decisions about further regulation of digital advertising and to take time to carefully interrogate the evidence and define its priorities.

“We’re looking forward to working with the new government and our members to continue to evolve the regulatory framework in an evidence-based and proportionate way. It’s in everyone’s interests to strike the right balance between managing the risk of consumer harm and supporting the UK’s digital advertising industry – and the wider digital economy that it drives – to thrive.”

‘We need to design a better Britain’

The Design Council is putting its emphasis on education and the environmental agenda in its message to the new prime minister.

Minnie Moll, its chief executive, said: “Having just launched our bold mission to upskill 1 million in green design skills by 2030, we are heartened that the Labour manifesto includes a pledge to “modernise the school curriculum” and deliver a curriculum which is “rich and broad, inclusive, and innovative.” It’s been well covered that there has been a 68% drop in students taking GCSE Design and Technology over the last 10 years, so we urgently need to address this pipeline issue to ensure we are developing the design talent of the future.

“We hope the new government sees the opportunity to build on the incredible success and economic value of the UK design sector, understanding that design is the fuel of innovation, and a transformational asset for the UK.

“And overarching all of this, there has to be recognition of the critical role design must play in driving a green transition. We need to redesign nearly every aspect of how we live our lives, and design a better Britain.”

Isba calls for clarity on food and drink advertising regulations

Phil Smith, director general of Isba, the body that represents brand owners, said it would work to help deliver Labour’s “mission of kickstarting economic growth across all of the UK’s regions and nations.”

While offering support, Smith called on the new government not to interfere with the ad industry’s self-regulation and appealed for clarity on where the change of government leaves the tightening of rules on advertising food and drinks high in fat, salt and sugar (HFSS) introduced by the Conservatives.

Smith said: “The UK’s system of self and co-regulation of advertising content and placement has proven to be a world-leading success story. We ask the Government to continue to support this. As a member of the Online Advertising Taskforce, we are committed to working with the government on the Online Advertising Programme as it develops proposals for the future.

“As new Ministers take office, we urge the Government to pass the Secondary Legislation required to finish the introduction of new food and drink advertising regulations. Advertisers are desperate for clarity and certainty on what products, categories and media are in or out of the scope of the new regulations. Many brands are already having to plan ad campaigns without the finalized rules and guidance they need. Passing the necessary Secondary Regulations would be an easy, pro-business and pro-growth step for this incoming government to take.”

Advertising Association stresses role of advertising as a growth-starter

Stephen Woodford, chief executive of the Advertising Association, was eager to reiterate the sector’s status as “one of the UK’s top growth industries and service exporters.”

He said: “UK advertising is big business, a £36bn powerhouse industry which is growing year on year, delivering investment and jobs up and down the UK – from Bristol to Manchester, Leeds to Edinburgh. In 2023, our services exports grew 15% to reach £18bn across key markets in Europe, Asia and North America, highlighting our world-leading creativity.

“Advertising plays an important societal role, too. Recent examples of this include raising awareness of the need to register to vote, increasing vaccination uptake across hard-to-reach communities, raising awareness of mental health issues, encouraging behavior changes around areas such as food waste reduction, and providing vital funding to culture, media and sport.

“As we enter a new political landscape, creating the conditions for responsible, sustainable business growth is the top priority. The UK needs to remain at the forefront of the data-driven economy. Regulatory certainty and support for the Advertising Standards Authority is key, as well as reforming education and skills policies to ensure our industry has the best creative and digital talent for our continued success and to grow jobs and investment.”