The impact of Brexit on advertising is, thus far, minimal. The Advertising Association, a trade group that represents advertisers in the UK, has said that companies delivering advertising services in the European Economic Area (EEA) should check the legal, regulatory and administrative barriers they may face in each EEA country. Advertising agencies are likely to find it harder to deliver services to any EEA country without an established presence there and should check the criteria needed to establish themselves in those states.
Some key changes that the advertising sector is currently facing due to Brexit include:
- Advertising agencies are likely to find it harder to deliver services to any EEA country without an established presence there.
- Companies that temporarily move goods between the EU and UK (for example, film equipment for short-term shoots) will face caps on the value of goods they can move to the EU for free.
- Broadcasters who currently only have a UK license will need to ensure they have a license to broadcast across the EU, and should check if they need to change their contracts to broadcast licensed content outside of the UK.
- Large online businesses providing digital services to the EU are recommended to appoint an EU-based representative.