TO BE PUBLISHED July 2025
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This conference will examine next steps for online advertising in the UK. It will be an opportunity for stakeholders and policymakers to examine implications for the sector of developments in policy, regulation, market dynamics and technology.
Delegates will assess how innovation and competitiveness can best be supported going forward alongside consumer protection, effective and proportionate oversight, and responsible use of data and AI. Sessions will consider strategic implications for governance and coordination, alongside practical issues for implementation, the industry and its partners.
Policy, competition and market development
The discussion will focus on issues and priorities arising from the implementation of the Digital Markets, Competition and Consumers Act (DMCCA) 2024, the Online Safety Act (OSA) 2023, and anticipated provisions of the Data (Use and Access) Bill.
In assessing the way forward, we expect those attending to draw on early indications from the CMA’s Strategic Market Status investigation into search and advertising systems, with latest thinking on considerations for promoting fair competition, addressing market dominance, and supporting innovation, particularly as AI increasingly underpins technology deployed by the sector. Further discussion is expected on implications of competition issues for the UK’s digital economy and growth objectives for the online advertising sector.
Regulation
Delegates will also examine the evolving regulatory landscape, and strategies for improving cross-cutting working and coordination between regulators and industry. Sessions will explore how regulatory roles and resources might best be coordinated to address emerging challenges, including implementation of the OSA’s illegal harms duties and DMCCA rules on drip pricing, fake reviews, and false treatment claims. Priorities for industry in navigating regulatory complexity and enforcement of self-regulation will be discussed, as well as key considerations for transparency, accountability and regulatory reform going forward.
We expect discussion on the strategic focus of the Information Commissioner's Office regarding online advertising, including assessing proposed guidance on consent or pay models, the future for online tracking and cookie usage, and strategies for facilitating privacy-friendly forms of advertising amid review of the Privacy and Electronic Communications Regulations.
Data
Delegates will assess implications for data-driven advertising and the sustainability of advertising-funded services, as well as how regulation can boost economic growth in the sector.
Codes of practice
Sessions will also bring out practical considerations and stakeholder perspectives on the consultations on Advertising Codes, looking at approaches to address subscription traps and scam adverts, and preparations for the upcoming ban on unhealthy food advertising to children. Attendees will assess outstanding issues as stakeholders prepare to implement these changes, as well as best practice in areas such as influencer marketing, online tracking, and use of emerging technology.
Long-term strategy
The agenda will also look ahead to the longer-term development and deployment of AI in advertising, and what may be required for UK and international regulation to keep pace with innovation. Sessions will also consider the future for addressing longstanding challenges in areas such as transparency, consumer protection, and effective governance of digital markets, while supporting the continued growth and international competitiveness of the UK’s advertising industry.
All delegates will be able to contribute to the output of the conference, which will be shared with parliamentary, ministerial, departmental and regulatory offices, and more widely. This includes the full proceedings and additional articles submitted by delegates. As well as key stakeholders, those due to attend include officials from DSIT; DBT; and NCSC.
