British and European marketers trim ad spend in the face of Trump’s tariffs
U.K. ad spend forecasts have been cut back in the face of tariff disruption, while exporters are reconsidering their U.S. presence.
After just over 100 days in office, Donald Trump’s presidency has left U.S. advertisers’ heads spinning. The impact of his tariff policies, however, are being felt far beyond the 50 states.
Global research outfit WARC and the Advertising Association today (April 30) cut their U.K. ad spend forecast in the face of stagnant economic growth and — you guessed it — tariffs.
Ad spend is expected to rise by 6.3% in 2025 to reach £45.2 billion ($60 billion), 0.6% less than January predictions had suggested. According to James McDonald, director of data, intelligence and forecasting at WARC, it’s a consequence of low economic confidence, businesses reacting to tax rises, which kicked in at the start of the month, and the tariffs.
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