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About the hub

Branded Content Research Hub is a network-based facility for research and exchange. We investigate how media and advertising are merging, and we consider how the industries involved should be regulated. Learn about the hub, our objectives and the people involved.

Learn about the hub, our objectives and the people involved.

Picture of an exhibition
LCC exhibition, by Lewis Bush

Our objectives

  • Determine the current regulation and governance arrangements for branded content through systematic cross-national comparison.
  • Assess the key agencies and processes involved in the new media-marketing ecology, including automation and AI.
  • Identify how industry practitioners and policy actors assess the suitability, ethics and governance of branded content practices to inform recommendations.
  • Report on media coverage and public mediated discussion of branded content governance and assess the implications for stakeholder and public understanding.
  • Produce and disseminate recommendations on branded content, including digital/media literacy, online safety and marketing-media governance.
  • Facilitate networking and exchange between academics, industry practitioners, policy actors, civil society groups and other stakeholders to support hub outputs.

UAL staff members

Advisory board members


Branded Content Marketing Association (BCMA) 
The BCMA is the global industry body for branded content practitioners, run by practitioners, promoting best practice, sharing knowledge and growing the branded content industry.

BCMA logo

Content Marketing Association (CMA)
The CMA is the industry association for marketing, publishing, advertising and social agencies.

CMA logo

openDemocracy is an independent international media platform.

openDemocracy logo