Advertising industry reacts to the King’s Speech | News

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Advertising industry reacts to the King’s Speech | News

UK – The new Labour government’s King’s Speech has been broadly welcomed by the advertising industry, with proposed bills on restrictions on advertising less healthy foods included.

Palace of Westminster

The King’s Speech, which opened the new session of parliament yesterday, set out the legislative agenda for the new government following the general election earlier this month.

In it were bills picking up restrictions on advertising high fat, salt and sugar (HFSS) foods, as well as a digital information and smart data bill and legislation on artificial intelligence (AI).

Paul Bainsfair, director general at the Institute of Practitioners in Advertising (IPA) welcomed the government’s focus on economic group, and said it had requested greater flexibility over how the apprenticeship levy will apply to the advertising sector and a “sensible balance” on employment rights.

On HFSS advertising, Bainsfair added the IPA was happy to work with the new government on the issue.

“We are still waiting for the Advertising (Less Healthy Food Definitions and Exemptions) Regulations to be passed so that agencies and advertisers can understand which products will be in scope of the restrictions and any exemptions that may apply.

“We called on the previous government, several times, to bring in those regulations, but to no avail. We hope that the new government will bring them in as a matter of urgency.”

Lisa Hayley-Jones, director of policy and government affairs at the Advertising Association, said the organisation was looking forward to working with the government on its mandate, including on AI regulation and data reforms for the advertising industry.

“We strongly welcome that the government has listened to the concerns of our sector and committed to introduce secondary legislation on HFSS advertising.

“This will help to bring the much-needed certainty that our sector has been asking for ahead of the restrictions coming into force in October 2025. We look forward to seeing more details of the government’s legislative agenda in the coming days.”

Chris Combemale, chief executive at the DMA, said the King’s Speech marked a “momentous occasion” for UK businesses with the inclusion of a Digital Information and Smart Data Bill and an AI Bill. 

“The DMA strongly advocated on behalf of the industry for the inclusion of a bill to ensure we maximise the opportunity data reforms provide as an engine of ethical and responsible business growth throughout the UK.

“The DMA strongly supports the Digital Information and Smart Data Bill. We will work closely with the government to ensure the critical reforms to data protection legislation that are important to our members will become part of the new bill.”

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