The World Federation of Advertisers has called on global brands to move marketing policy higher up the corporate agenda, warning that rapidly changing regulations could increasingly determine how companies communicate with consumers and drive growth.

According to Gabrielle Robitaille, Director of Policy at the WFA, the increasingly unpredictable business environment makes it risky for companies to treat policy and regulation as issues to address only after new rules have been introduced.

She argued that brands must instead monitor regulatory developments early, understand their potential commercial impact and participate in policy discussions before decisions become final.

Marketing regulation has become particularly significant as governments introduce new measures covering artificial intelligence, influencer marketing, digital platforms, consumer data, targeted advertising, measurement and accountability.

Consequently, policy decisions can now affect almost every stage of the marketing process, from how brands create content and collect data to how they reach audiences and measure campaign performance.

Also Watch: MARKETING EDGE ONTV HOSTS George Isitua-Onukwu

Industry experts therefore believe companies need stronger cooperation between marketing, legal and public affairs teams. Such collaboration, they say, can help businesses combine commercial knowledge with regulatory expertise, while also ensuring that proposed rules remain practical, evidence based and proportionate.

At the same time, closer coordination could help companies respond more effectively to emerging obligations and avoid regulatory surprises that may disrupt marketing operations.

The WFA also stressed the importance of collective industry action, particularly as regulatory activity accelerates across different markets. It noted that, rather than addressing every policy challenge independently, brands can share intelligence, develop common positions and engage policymakers collectively on issues affecting responsible advertising and consumer choice.

The organisation says its role is to help marketers identify important policy developments, coordinate industry advocacy and provide practical guidance on adapting to new requirements.

For businesses, the message is increasingly clear: marketing policy is no longer simply a compliance concern. Instead, it has become part of the broader strategy for protecting brand growth, maintaining consumer trust and preserving companies’ ability to compete and innovate.

As regulation continues to reshape the marketing landscape, brands that anticipate policy changes and engage early could be better positioned to adapt, while those that remain reactive may find themselves responding to rules after they have already changed the way marketing works.

ALSO WATCH:MARKETING EDGE ONTV HOSTS NKECHI ALI-BALOGUN