In this special episode of The MadTech Podcast, Chris Walker, public and external affairs director at the Advertising Association (AA), joins ExchangeWire COO Lindsay Rowntree to examine UK advertising regulation around areas such as HFSS and gambling, and how the relationship between the industry and government has changed in the past decade.

*Chris joined us at ATS London 2026 last month, speaking on a panel about The Cost of Playing Safe: Unlocking Revenue Through Trust, Standards and Regulation.

UK advertising spend is forecast to surpass $50bn in 2026, yet the industry has never had to justify its existence as much as it has to today. With restrictions on less-healthy food advertising and Andy Burnham's new government coming into play, they discuss how the industry can engage constructively on public health while making the case against further restrictions.

The UK system relies on the Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP) codes, which the industry funds and writes. As more spend moves to global tech platforms and creators, it prompts the question of whether self-regulation can stay credible, or if policy work will move the UK towards a more statutory model.

The AA lists public trust in advertising among its main priorities. The conversation explores what has actually moved the dial on trust, and if restrictions on advertising boost or hinder creativity. And when economic growth and harm reduction pull in different directions, how can the industry help policymakers weigh the two, and what does it offer in return?