Profile: Promoting the power of advertising

"This is the same guy that weeks previously had been praising the COI campaign he'd initiated to help kids realise the dangers of internet advertising," says Buscombe.

Suitably galvanised, she accepted the job, moving from her role as shadow minister for education and skills in January 2007, and set about changing hearts and minds.

"There was a fixed view among politicians that we have to deal with obesity levels and it's easy to pick off advertising as a quick win," Buscombe explains. "It's so visible and easy to ban and restrict. There's an assumption that advertising makes people eat more, rather than appreciating that it is principally about differentiation."

Other parties attracting her ire include consumer groups such as Which? and Sustain, and charities and non-governmental organisations such as the British Heart Foundation and British Medical Association.

Building trust
"They build trust in themselves by destroying trust in others. I constantly tell politicians that when they are talking to Which? or Sustain, they're not necessarily talking to the consumer," she points out. "They are so good at lobbying and you get such an influx of information from these groups, most of which is rubbish."

Buscombe says this creates an impression that there are no advertising restrictions at all. "You'd think every other ad was someone filling their face with a massive burger," she adds. "But it's actually difficult to find anything other than ads for healthy food at the moment. Ofcom chief executive Ed Richards said the industry must respond to the letter of the law but also the spirit - and we have done that."

She realises she has to temper her natural propensity to "stand up and shout and complain" and ally this to engaging government and setting an agenda other politicians and opinion-formers will follow.

Politicians are time and information-poor and nervous of appearing supportive of the commercial arena. Unlike previous generations, few have commercial experience, so they genuinely don't understand the issues. "After 10 years in Parliament myself, I know they focus on what is popular with their constituents and their own career path," she says.

She highlights the recent anti-obesity strategy allocating £75m for ad campaigns promoting healthy eating and the decision not to extend the 9pm watershed to a blanket ban on the advertising of foods high in fat, salt or sugar as evidence of the success of the lobbying approach.

"One of the reasons James Purnell (former media minister) has been supportive of this industry is that we worked hard to persuade him the commercial, and particularly broadcasting, landscape is very fragile," says Buscombe.

The Government is looking for sensible proposals from whoever it feels it can trust. "We've shifted our work to be on the front foot, rather than reacting and responding," she explains. "We're in there proposing, suggesting, being a step ahead of the game."

Quietly confident
She regrets Purnell moving on so soon, but feels encouraged his replacement Andy Burnham will build on what has already been achieved. "One of the key things that demonstrates we've achieved a lot in the past year is the shift from focusing on the 9pm watershed as the panacea for children growing obese to talking about personal responsibility, and a shift in behaviour and mindset," she says.

Buscombe accepts the industry hasn't been confident and strong enough in its proposals to government and sees the Advertising Association's role as emphasising the huge amount advertising contributes to the UK's gross domestic product (1.48%), creativity and quality of life. It also recently set up a Digital Media Group to make sure emerging media adopts a self-regulatory approach to advertising.

She feels the change in language by government is another gauge of how well things are going, but is keen to emphasise she is not complacent. Buscombe would like the sector to at least double its investment in the Advertising Association. "People are amazed when they discover there are only 12 of us to represent the whole industry," she says.

She is not on a fixed-term contract and expects to be at the AA "as long as the industry wants me here". "I'm taking risks and it's not always easy to keep our members happy, but my first priority is to promote the industry and bring our members with us," she says. "We have to keep demonstrating that the world is a better place because of the positive power of advertising."

CV
2007: Chief executive, Advertising Association
1999-2006: Various opposition front-bench positions in the House of Lords, including at the Department for Culture, Media and Sport, latterly as shadow minister for education and skills
1997-1999: Vice-chairman, Conservative Party
1985-1997: Joint managing partner, Buscombe and Fiala (international art business)
1984-1987: Assistant secretary and legal adviser, Institute of Practitioners in Advertising
1980-1984: Lawyer, Barclays Bank International in New York/London
1979-1980: Legal adviser, Dairy Trade Federation
1977: Called to the Bar as a barrister.