Marketing policy can no longer be an afterthought

Marketing is one of the primary drivers of business growth. But the laws, regulations and public policy that determine how companies advertise, market and engage with consumers are shaping how that growth can be effectively achieved.

And those rules are not fixed; governments and policymakers around the world are continuously proposing and introducing new rules that reshape the marketing landscape.

That makes marketing regulation and public policy a strategic business issue. For brands, it’s not just about complying with regulation once it has been adopted. Success increasingly depends on anticipating change and influencing policy while it is still being developed.

Yet marketing and advertising policy is still too often treated as a secondary issue within public affairs teams. That is understandable. Corporate affairs functions are being asked to cover an ever-expanding policy agenda with finite resources, meaning marketing policy can easily fall down the priority list.

The risk is that decisions affecting one of any company's most important drivers of growth are made without sufficient business engagement or input. Understanding and responding to public policy developments impacting marketing can no longer be treated as a niche public affairs activity.

As Wouter Vermeulen, ex-Vice President, Global Public Affairs, Policy & Sustainability at The Coca-Cola Company, explains: "You need to be able to communicate and recruit new consumers to grow. It is a material challenge for the business that we can continue to engage and communicate with consumers. It's a policy domain that is of critical importance to any company that wants to build strong brands."

This is a business-critical area that is only becoming more challenging. While governments talk about growth, competitiveness and innovation across the broader economy, marketing and advertising are more often viewed through the lens of risk.

The result is a wave of new rules that are reshaping the entire marketing value chain. From AI-generated content and influencer marketing to increasing scrutiny of digital platforms, from restrictions on data use and targeting to tighter rules around measurement and accountability, regulatory decisions are determining how brands can create campaigns, reach consumers and demonstrate return on investment.

As regulation expands, decisions taken by policymakers increasingly shape brands' ability to compete, innovate and grow. Meeting that challenge requires three things.

First, brands need a clear understanding of which policy proposals are emerging, where they are being debated and what they could mean for marketing to avoid surprises.

Second, marketing expertise needs to be reflected in policymaking so that regulation is practical, evidence-based and proportionate. That requires closer collaboration between marketing, legal and public affairs teams, combining commercial insight with policy expertise.  

As Diana Scholz, Global Communications and Corporate Affairs Leader, Bayer puts it: “When functions are disconnected, corporate narratives are fragmented and inconsistent."

Andrea Malfatti, Global Public Policy Lead, Ferrero, adds: "The risk if public affairs and marketers don't work together is we lose the opportunity to build consumer trust."

Third, as new obligations emerge, marketing teams need practical guidance to understand what compliance means in practice and how to adapt their governance and ways of working.

Few companies can deliver all of this alone. As regulatory activity accelerates around the world, there is increasing value in brands working collectively to share intelligence, develop common positions and ensure policymakers understand the vital role that responsible advertising plays in driving economic growth, competition and consumer choice.

This is where WFA adds value. We help brands understand the policy developments shaping marketing around the world, coordinate collective advocacy to promote fair and proportionate regulation and provide practical guidance to help marketers navigate new rules. In doing so, we help safeguard marketing's ability to drive growth.

Monica Agocs, Group Corporate Affairs Director, Asahi adds: "WFA creates an opportunity to better understand the pressures marketers are under and reflect collectively on how policy, corporate affairs and marketing teams can work together effectively."

As Phil Myers, Chief Institutional Affairs and Corporate Communications Officer, Ferrero puts it: "WFA helps all public affairs professionals do their jobs better. We come together, learn about best practice and get inspiration to take back to our companies."

In an increasingly uncertain business environment, protecting brands' ability to market responsibly is about more than defending advertising. It is about safeguarding one of business's most important drivers of growth. Helping brands anticipate, influence and respond to the policy decisions shaping marketing is exactly the role WFA exists to play.