At the beginning of next year, the Government will publish a set of proposals aimed at raising the performance of the sector. In its 30-page submission to the review, the IPA advised the Government to offset negative images about advertising linked to social issues, such as junk food and obesity, with positive messages about the importance of the ad industry to the economy.
The IPA, led by president Moray MacLennan, also wants the Govern-ment to promote the UK as a centre of advertising excellence, in the same way it promotes the City of London on behalf of financial services.
Specifically, the IPA is demanding an exemption from TUPE and capital gains tax for ad agencies, which it claims would damage competition in the market as well as undermining entrepreneurialism.
The IPA is also calling for tax breaks for the UK TV production market to reverse the drain overseas. More than 75% of commercials are produced outside the UK, compared with 40% five years ago.