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Sinead brings a wealth of experience with her to the role from Sky, Virgin Media, Deliveroo and Hanover Communications. Most recently, she was Policy & External Affairs Director at News UK. She is responsible for leading the IAB’s policy and public affairs work in what is an important year for the advertising industry as it prepares for the introduction of the ‘Less Healthy Food & Drink’ (LHF) ad ban on 1 October. Her priorities are to deepen the IAB’s engagement with government and MPs...

On Monday 7 April, Department for Health and Social Care published a Written Ministerial Statement (WMS) to Parliament regarding the implementation of the upcoming Less Healthy Food & Drink (LHF) online advertising restrictions, set to take effect on Wednesday 1 October 2025. The statement reiterates government's intention not to include brand ads within the scope of the LHF restrictions and places responsibility on the Advertising Standards Authority (ASA) to ensure that the policy is...

5, 4, 3, 2, 1... and Mentos blasts its way to victory, earning March’s Joy of Digital Award with the introduction of the Mentos Fizzooka, a custom rocket launcher for Fortnite Creative. Created by BBH London, with media planning and buying by Wavemaker Global, the Mentos Fizzooka campaign features a giant Mentos roll strapped to a cola bottle, designed to launch players across Fortnite’s ‘Piece Control 2v2’, ‘Troll Bed Wars’, and other fan-favourite Creative maps. “The Mentos Fizzooka is a...

In December 2024, the Information Commissioner’s Office (ICO) opened a consultation into ‘storage and access technologies’, including cookies and similar tracking technologies. We have submitted a detailed response to the consultation – find it in full below – as well responding to the accompanying draft impact assessment. While we welcome the opportunity to provide feedback, we have raised significant concerns about the potential impact of the guidance on the digital advertising ecosystem and...

Our flagship event Engage returns to Soho Place Theatre on Tuesday 10 June, where this year we will be celebrating content, the powerhouse of creativity and authenticity. Engage promises to break down barriers, challenge the status quo, and leave attendees invigorated and supercharged for the months and years ahead. Join us as we come together to explore how content sits at the foundation of a brand’s identity, how it sparks innovation and crafts groundbreaking campaigns. This year’s Engage will...

IAB Tech Lab has released an open-source industry solution to shift critical advertising functions away from the browser and into publisher-operated infrastructure - preserving first-party signal, enhancing privacy compliance, and mitigating publisher data leakage to support a more resilient approach to programmatic advertising. Trusted Server gives publishers control and visibility into how, where, and when their first-party data is shared. Tech Lab states that this facilitates greater privacy...

Yesterday (March 16 2025), the Online Safety Act came into effect, meaning that providers of services in scope of the Act must now “start implementing appropriate measures to remove illegal material quickly when they become aware of it, and to reduce the risk of ‘priority’ criminal content from appearing in the first place”. At the end of last year, Ofcom released a set of codes of practice and guidance for in-scope firms - including social media firms, search engines, messaging, gaming and...

1. If we sign up to support the Gold Standard, do all the companies we work with have to be Gold Standard certified? We ask supporters to prioritise working with digital advertising suppliers who are Gold Standard certified. However, we recognise that since companies need to be members of IAB UK in order to certify, some players in the industry may not hold a certificate. We also recognise that brands may work with some smaller publishers who may not be big enough to manage the certification...

Opening Leadership Summit 2025, Jon Mew, CEO of IAB UK, said that relentless change has been a core theme for the event over the years, “but change today is different”. He pointed to global instability, political uncertainty, cultural division, and technological upheaval as forces defining the world. As Jon put it, our industry now sits at the intersection of politics, economics, and culture and “the decisions we make as businesses and leaders matter.” He called on the industry to collaborate...

ISBA – the trade body for advertisers in the UK – has released a new version of its Media Services Framework , which is designed to govern the relationship between advertisers and their media agencies. The new updates include adding DemandChain Object – an IAB Tech Lab tool and core part of the IAB Gold Standard – to the criteria. Utilising DemandChain Object boosts end-to-end transparency in the supply chain, helping to identify and eradicate scam ads. This is a significant step as it means...

Job description Background Digital advertising matters. It contributes £129bn in gross value added to the UK, supports 4 million jobs, and for every £1 spent delivers £4.80 back to the economy. IAB UK is the not-for-profit trade body for the digital advertising industry and brings together leaders from across the biggest companies in the world, including Google, Amazon, News UK, Microsoft and TikTok to build a better future for digital advertising, that benefits us all. We do this through a...

At IAB UK, we know that UK SMEs benefit significantly from digital advertising. Our Digital Dividend research with Public First found that digital advertising is the most used paid-for advertising channel for SMEs, with an estimated total spend of up to £10bn per year - around 45% of the UK’s total digital ad spend. What’s more, SMEs that invested in digital advertising saw a combined annual sales uplift of £26bn and 81% of SMEs describe digital advertising as being important for the success of...