British advertisers review 2015 and look forward to 2016

The Incorporated Society of British Advertisers (ISBA) looked back at the major changes that affected the UK marketing landscape in 2015 and what is to come, and what to look forward to from ISBA in 2016:

Digital

Ad blocking had developed into a major issue, as it threatens to reduce the channels available for advertisers to reach prospects and customers. What is a publisher problem today will be an advertiser problem in the future. ISBA is leading the way in the UK to find a solution, organising meetings and publishing guidance, engaging with the ad blockers and working closely with publishers.

Obesity and children

The pressure is on from NGOs, health officials and even officials of the British Prime Minister. The UK Committee of Advertising Practice (CAP) is about to go to public consultation of the use of nutrient profiling to restrict advertising of HFSS products to children. If CAP eventually approves the plans, it will have an impact on almost all advertising channels. What is certain is that there will be action, either a cooperative approach working with government, or, if that is rejected by Ministers, a legislative imposition which in effect could be an advertising ban to children and teenagers.

Alcohol

Marketing restrictions are already strict in the UK and the industry led self-regulation of marketing is widely acclaimed. Alcohol advertising and marketing will remain in the firing line alongside diets, presenting a target for ad restrictions.

EU rules

Much of UK law governing advertising and marketing comes directly from EU Directives and Regulations. This year, marketers can expect the finalisation of the data protection rules which have been gestating since 2012. This will impact data collection and use. Alongside this is the current rejection of the Safe Harbour agreement with the USA. In general, 2016 will be a year of tighter controls. The Commission has just announced a complete review of consumer law, including the Unfair Commercial Practices Directive. The plans to revisit the TV rules (Audiovisual Media Services Directive) is planned in 2016 with a focus on how the rules can be rolled out to cover the internet, not just 'TV like' services.

ISBA

ISBA membership continues to remain resilient with 66 companies joining in the last two years. The agenda on capability grows from year to year with over 450 members logging into ISBA's webinars, over 500 attending networking events across London, Leeds and Edinburgh with plans to hold one in Manchester in 2016. Lastly, ISBA is on the verge of a new change with ISBA's Director of Media and Advertising Bob Wootton leaving after 20 years of service.

You can read the whole article here. For more information, contact ISBA.

Further reading:
An Advertiser's View on Ad Blocking
This is not your parent's TV