A report on attitudes to advertising in the UK

Karen Fraser

Credos was formed by the Advertising Association (AA) in early 2010. It is an advertising thinktank, with the aim of better understanding advertising in the UK, its role, how it works, how it is perceived and its value to UK society, culture and economy.

Credos is funded by the advertising industry and overseen by an independent advisory board which assures the quality and objectivity of its work.

The first piece of Credos research was in response to data published by the AA, which showed a notable decline in public favourability towards advertising since the mid 1990s1.

Such a trend is clearly a matter of concern to the advertising industry, the public and stakeholders alike. Consequently, Credos set out to establish the extent of public disquiet; where and how it is manifest.