Knowledge Centre

EU AI Act: A Practical Guide for UK Advertising Agencies

A practical guide to how the EU AI Act's new transparency requirements may affect UK agencies creating AI-generated or AI-manipulated content that reaches EU audiences. It explains what counts as a...

Sporting Events Bill: The Final Whistle on Ambush Marketing?

World Cup marketing: don’t get caught offside

With the FIFA Men’s World Cup 2026 and the FIFA Women’s World Cup 2027 fast approaching, many brands and agencies are already exploring how to engage with football audiences at scale. This updated...

HFSS and LHF Advertising Rules – An Overview

A summary of the complex regulatory regime which applies to advertisements of food and drink high in fat, salt or sugar (“HFSS”).

Clearance Issues - The Use of Flags

When deciding whether you can use a flag in an advertisement, you need to consider whether the flag is protected by any intellectual property rights, whether the territories in which you are using...

EU Digital Omnibus

In November last year, the European Commission published its Digital Omnibus, intended to simplify the regulation of AI, cybersecurity and personal data and reduce red tape for businesses in the...

Using currency in advertising

Legal guidance on how banknotes and coins can be shown in advertising.

Generative artificial intelligence in the workplace policy

This template is an example policy which sets out an agency’s expectations and standards regarding the use of generative artificial intelligence (“generative AI”), both for its own internal...

IPA guidance on client contract clauses for AI use

How should agencies contract with clients if they might be using generative AI to create their ads? Much will depend on the discussions between the agency and client, their attitude to risk, the...

Strong Appeal Gambling Rules - 12 month review

In October 2022, CAP toughened the rules for gambling ads, preventing them from including any content likely to be of "strong appeal" to U18s, instead of the narrower "particular appeal". Over a...

IPA AI checklist for agencies

In our various guidance notes for IPA members on the use of generative AI for advertising, we explain some of the potential pitfalls, give tips for agencies on using generative AI to help agencies...

IPA liability and indemnity guidance for agencies on generative AI use

This latest update from the IPA Legal Team provides further information on the risks of AI use in advertising, and includes some template wording for an indemnity in order to protect agencies.

Football and Rugby World Cup 2023

A guide from the IPA Legal Team for agencies creating advertising around the Women’s Football World Cup and the Men’s Rugby World Cup.

Environmental Claims – Truthful claims can still be greenwash

An update on the ASA’s latest rulings on environmental claims in ads. This week, we have three rulings from the ASA on misleading omissions in ads making environmental claims.

Tips for Agencies using Generative AI

With generative AI use as with anything else, agencies need to balance innovation and creativity against the need to protect themselves against risk. We’ve set out some tips for agencies to...

AI: Creative content - the legal stuff

AI - grasp and manage the legal risks before you fully embrace the new tech for creative content. Right now, it is risky for agencies to be using AI-generated art or other AI-generated materials,...

Internal use of third party materials

A guidance note setting out the legal position of using third party materials such as music, photographs or film clips for internal use.

Watch-outs for agencies if signing up expensive talent

A short note on the dos and don’ts of agencies contracting direct with talent if there’s a risk the client can’t reimburse their fees.

Data Ethics

Data ethics concerns how businesses decide to use data in ethical ways, over and above their legal obligations. Our short summary provides some further information.

FIFA World Cups 2022-23 Guidance Note

A short guidance note on how to avoid infringing World Cup rights when working for non-official sponsors.

The World Cup: Avoiding a False Endorsement Claim

Are you creating ads for non-official sponsors of the World Cup? This bitesize piece of advice may help you avoid a false endorsement claim.

IPA guidance note on new 2022 DP clauses

A brief explanation for agencies on why we’ve updated the data protection clauses for creative framework agreements and how to use them.

Legal guidance on celebrating the Platinum Jubilee

A guidance note from the legal team on celebrating the Platinum Jubilee and using the Queen and the Royal Family in advertising.

Filters and other production techniques

How to deal with Influencers and brand ambassadors to avoid misleading use of filters and production enhancement techniques.

Background checks, anti-scandal clauses and cancel culture

How to help navigate the pressure on agencies to ensure talent have a clean background in today’s cancel culture.

Cryptocurrencies and NFTs

A guidance note from the legal team on advertising cryptocurrencies and non-fungible tokens (NFTs). Updated in January 2023 following several recent ASA rulings on NFT advertisements.

Tweets Memes and Social Media Posts

A guidance note from the legal team on reusing tweets, memes and other social media posts, originally posted by others, in client advertising and on social media.

Summary of the Food (Promotion and Placement) (England) Regulations 2021

Following consultation last year, the government has now made Regulations restricting volume price promotions and the placement of ‘specified food’ in store and online. The Regulations will apply...

HFSS ad restrictions in the Health & Care Bill

A summary of the advertising restrictions contained in the Health and Care Bill.

Crown Commercial Service Campaign Solutions 2 – Contract Review

Our short review of some of the key terms of the CCS contract.

Key documents in the Campaign Solutions 2 Invitation to Tender pack

Richard Lindsay, IPA Director of Legal & Public Affairs, has prepared a summary explaining which key documents in the Campaign Solutions 2 Invitation to Tender (ITT) pack agencies might wish to...

Campaign Solutions 2 and Communications Marketplace

The Crown Commercial Service has now published a tender for its replacement Campaign Solutions framework, and announced that its Communications Marketplace tender will be open for applications in...