Tag: IPA

IPA welcomes guide for the responsible use of generative AI in advertising

Stuart Mitchell

The IPA has welcomed the new best practice guide for the responsible use of generative AI in advertising, developed under the auspices of the Government and Industry-led Online Advertising Taskforce, and published by the Advertising Association on Thursday 5 February. The voluntary guide provides UK advertising practitioners with practical recommendations for deploying generative AI responsibly, helping organisations navigate AI’s opportunities while mitigating potential risks. It has been developed collaboratively by an expert working group, which includes industry leaders and the Advertising Standards Authority (ASA), building on and operationalising the IPA/ISBA…

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IPA bolsters Effectiveness Awards 2026 leadership team

Stuart Mitchell

Lilli English, Chief Strategy Officer at Leo UK, and Jane Christian, EVP Analytics at WPP Media UK, have been appointed as Deputy Convenor of Judges and Chair of the Technical Judging Panel for the IPA Effectiveness Awards 2026, respectively. As Deputy Convenor, Lilli will assist Convenor of Judges Charlie Ebdy in coordinating the Technical and Industry judging stages and represent these panels during the Client judging process. Lilli will also succeed Charlie Ebdy as Convenor of Judges for the IPA Effectiveness Awards in 2028. As Chair of the Technical Panel,…

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UK marketing budgets hold firm during turbulent final quarter

Stuart Mitchell

Following two consecutive quarters of upward revisions to total marketing budgets, the year ended on a neutral note, with the net balance registering at 0.0% (down from +3.6% in Q3), according to the Q4 2025 IPA Bellwether Report published recently (15 January 2026). The majority of Bellwether respondents (57.4%) left their marketing budgets unchanged over the course of the quarter, while the remaining panellists were evenly split, between those reporting an increase and those implementing cuts. According to anecdotal evidence from Bellwether respondents, cost pressures, muted economic activity and budget…

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Karen Martin launches new qualification to empower next generation of creative talent

Stuart Mitchell

The IPA has unveiled the Creative Essentials Certificate, a cornerstone of IPA President Karen Martin’s agenda to put creativity back at the heart of the industry and empower the next generation of creative leaders. Running from 20 April to 6 July 2026, this eight-week qualification programme is designed for early-career creatives, offering practical tools, inspiration and industry insight to help them develop, craft and sell work that truly moves audiences. About the IPA Creative Essentials Certificate Across a range of interactive sessions, participants will explore the full creative journey, from…

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IPA welcomes final ASA guidance on LHF advertising rules

Stuart Mitchell

The ASA has now published its response to its consultation on incorporating the new LHF advertising rules into the CAP and BCAP Codes. This includes the final version of the statutory guidance that industry has been expecting for so long. Although the rules don’t come into effect until 5 January, the guidance is now ‘live’ as advertisers and agencies wanting to advertise from that date will be expected to start using it to ensure their campaigns are compliant. Richard Lindsay, Director of Legal & Public Affairs, IPA, said: “It has…

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