2014 Credos report on diversity in advertising revealed that BAME (black, Asian and minority ethnic) respondents were less likely than white respondents to believe that advertising accurately reflects the UK’s multicultural society. BAME's tended to argue that the advertising industry should do more to portray them in a more realistic way. Policy areas In 2018, the Advertising Association set up the Trust Working Group to assess and counter the decline in the public’s trust in advertising. It brings together advertisers, agencies, media owners, tech platforms, as well as fellow trade associations ISBA and IPA. Its research suggests that only 25% of the UK public had a favourable attitude towards advertising, a record low. The Advertising Association report set out specific actions needed to boost trust, such as stopping excessive advertising and retargeting, and ensuring that data privacy is safeguarded. The Advertising Association has provided evidence in support of maintaining and not extending current restrictions on advertising of foods high in fat, salt and sugar (HFSS), Citing its own research, the Association found that children’s exposure to such advertising has already reduced substantially in recent years. It has also supported the creation of a media campaign to promote responsible gambling. In 2018, the Advertising Association partnered with the National Advertising Benevolent Society (NABS) and Women in Advertising and Communications, London (WACL) to establish the timeTo initiative, addressing the issue of sexual harassment within the industry. On Brexit, the Advertising Association believes the industry may be adversely affected if non-British workers leave the country. It has demanded more clarity with regard to access to talent, cross-border data flows, and freedom to advertise on cross-border television channels. Alongside the DIT and the IPA, the Advertising Association runs an annual Export Month, promoting the UK advertising industry to international audiences. References Trade associations based in the United Kingdom Advertising trade associations Advertising in the United Kingdom