The future for online advertising in the UK -policy, regulation and market development

Citation

MacRury I (2025) The future for online advertising in the UK -policy, regulation and market development. Westminster Media Forum policy conference, London, Online, 23.06.2025-23.06.2025.

Abstract
This talk, delvered to an Westminster Policy Forum, explores the future of online advertising in the UK through with a focus on policy, regulation, and technological change. Drawing on international research and the Branded Content Governance Project, it examines emerging challenges around data, AI, HFSS, influencer culture, and platform power. As advertising becomes increasingly embedded, mobile, and algorithmic, regulatory boundaries blur. The presentation argues for a polycentric, always-on approach to governance—balancing innovation with public interest. Case studies—from Starry to branded documentaries—illustrate new hybrid formats that complicate enforcement. The talk calls for renewed vigilance, cross-sector cooperation, and regulatory agility to ensure trust, transparency, and accountability.