Advertising Association

The Advertising Association is a federation of 31 trade bodies and organisations representing the advertising and promotional marketing industries including advertisers, agencies, media and support services. The MCCA is one of their members.

It is the only body that speaks for all sides of an industry worth almost £19 billion in 2005.

The AA's remit concerns the mutual interests of the business as a whole. It operates in a complementary way with the vested interests of its members who have specific roles for their individual sectors. The Advertising Association monitors, analyses and advises on public policy and legislation affecting commercial communications, in Westminster, Whitehall, Strasbourg and Brussels.

The AA plays a leading role in campaigns where proposed advertising restrictions may affect a product, service, or the media, or have implications for the advertising business as a whole. It is also involved where an advertising tripartite position is requested by Government, Parliamentary Committees or other public authorities.

Particular areas of campaigning include food, alcohol, advertising to children and self-regulation. The AA has an extensive promotional programme which seeks to inform and foster a better understanding of advertising issues among defined groups of opinion leaders including the media, politicians, academics and teachers.

It also produces resources for schools, publishes pamphlets on topical advertising issues, and briefs journalists on issues of overall concern to the industry. Wherever possible, the AA works with its member associations in the UK and with appropriate groupings and individuals in Europe.

There are a number of resources available to MCCA members via the Advertising Association. www.adassoc.org.uk