ICAS and EASA Bring the Global Self-Regulatory Community Together in Milan

For four sunny days in May, Milan became the meeting point for the global advertising self-regulatory community, as ICAS and ICAS Global Think Tank members, EASA colleagues, industry leaders, and friends from around the world came together to exchange ideas, discuss the future of responsible advertising, and celebrate important milestones together.

The week began with the ICAS Global Think Tank session, which focused on the next regulatory wave and the evolving role of self-regulation in an increasingly complex media and policy environment. Discussions continued during the ICAS Strategy Session, where members reflected on the first ten years of ICAS and explored priorities and ambitions for the future of the organisation and global self-regulation more broadly.

One of the highlights of the week was the Think Tank discussion on trust in advertising under the theme “From Promise to Proof to Persuasion”. With an inspiring keynote speech from Matt Bourn and high-level panellists from around the world, conversations explored how trust is earned, maintained, and sometimes challenged in today’s advertising and media ecosystem.

The Milan meetings were about much more than formal sessions and policy discussions. They were also an opportunity to reconnect with colleagues and friends, welcome new faces into the ICAS and EASA community, continue conversations over coffee and dinners, and strengthen the international relationships that make this network so valuable.

A particularly meaningful moment for ICAS was the celebration of the organisation’s 10th anniversary, marked by a speech from José Domingo Gómez Castallo, ICAS’ first President, reflecting on the journey and growth of ICAS over the past decade. During the week, participants also celebrated the 60th anniversary of IAP, ICAS’ Italian member and host organisation, whose warmth and hospitality made the meetings truly unforgettable. A special thank you goes to Vincenzo, Monica, Stefania, and the entire IAP team for their incredible support throughout the week.

Participants also joined a series of joint ICAS/EASA sessions on global developments in self-regulation, including discussions on AI, scams, food marketing, enforcement, and the future of responsible advertising. The EASA Gala Dinner, with its spectacular view over the Duomo of Milan, was another memorable highlight of the week.

Above all, the Milan meetings were a reminder of the strength of this international community and the importance of continuing to learn from one another as advertising, technology, regulation, and consumer expectations continue to evolve around us.

A heartfelt thank you to everyone who joined us, contributed to the discussions, shared their expertise, and helped make the week such a memorable and inspiring one.

We are already looking forward to the next opportunity to come together again.