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Credos is an advertising think-tank established in early 2010 by the Advertising Association, as part of their mission to re-build public trust in advertising and maintain the freedom to advertise responsibly in the UK. It is funded by the advertising industry and overseen by an advisory board to assure the quality of its work. Credos' mission is to 'understand advertising': its role, how it works, how it is perceived and its value to UK society and the economy.Hamish Pringle, Director General at the IPA, stated that 'Credos is a big step forward for the industry and we're delighted to see Tim Lefroy's 'Front Foot' initiative delivering on its promise so soon, thanks to great support from key advertisers, media owners and agencies.’

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