NEWS6 August 2019

Advertising Association urges PM to ensure good Brexit deal

Brexit Media News UK

UK – The Advertising Association (AA) has asked the prime minister to negotiate a Brexit deal that includes cross-border data flows and flexible migration.

Big Ben and EU flag

In a letter addressed to Boris Johnson, AA chief executive Stephen Woodford wrote: "Having arrangements that allow free flow of services across borders is critical for the continued success of our world-beating advertising industry."

He added: "As a minimum, for us this means getting agreement with the EU on cross-border personal data flows, a flexible migration system that allows the UK to access the best global talent, and ensuring temporary arrangements that allow advertising agencies and production crews to travel easily to and from the UK and the EU."

Ensuring that international broadcasters can continue to access European markets using the UK as a ‘global hub’ should also be part of the plan, added Woodford.

Pointing to the government’s changes to the regulatory framework for tech businesses and online advertising, the AA said: "We urge the government to work with industry to create a coherent, future-proof and innovation-friendly regulatory framework, that supports the mission set out in the Digital Charter of making the UK ‘the safest place to be online'."

The letter also asked the government to put a stop to its "current plans for onerous new advertising restrictions" on ads for high fat, salt, sugar (HFSS) food and soft drinks, arguing that the measures will not meet its stated objective of reducing childhood obesity by the 2030 and will have "severe adverse impacts for media revenues and the wider supply chain".