The Conservative and Labour view on the future of the creative industries,

As the country heads to the polls today, the two main UK parties outline why the ad industry should get their vote

Damian Collins, chair, Culture, Media and Sport Select Committee

If the old maxim is true that advertising only works if people buy what you are selling, then a strong economy has to be the bedrock of a successful advertising industry. Competitive corporation tax rates promote investment by businesses and, since we have cut the headline rate of tax from 28% in 2010 to 19% today, the total revenue raised has gone up. If a government sought to put up corporation tax, as Labour says it would do, then it is likely that a higher rate will lead to less revenue for the Treasury and declining rates of investment from businesses. The Conservative manifesto outlines plans to reform training in the UK by replacing 13,000 technical qualifications with new “T-levels” across 15 subjects including creative and design, digital, engineering and manufacturing. We will invest further in colleges to make sure they have world-class equipment and facilities, and will create a national programme to attract experienced industry professionals to work in further-education colleges. Investment in national digital infrastructure is vital to our future economic success, and the Conservative manifesto commits us to delivering the universal service obligation of superfast broadband for every home and business in the country by 2020. Finally, there is no doubt that delivering Brexit will be one of the greatest peace-time challenges that this country has faced in the past 100 years – and getting it right will be the top priority of the new government. At this election, we get to choose which team, Conservative or Labour, is bestequipped to lead the UK in these vital negotiations.

THE LABOUR VIEW Louise Haigh, shadow minister for the digital economy

The UK’S creative industries are a sector of which we can be very proud. Not only do they contribute £84bn a year to our economy and provide 2.9 million jobs, our arts and culture are admired around the world and give us global clout beyond our size. Labour understands the power that creativity and culture can have and will ensure the investment and support they need to thrive. The past seven years of Tory government have seen millions of pounds cut from arts and culture. Local authority spending on culture and heritage in 2015 was £165m less than in 2010. The Arts Council has had millions cut from its grant in aid. Lottery money is now being used to plug holes where government funding has been cut. We’ll end that. Labour will create a £1bn Cultural Capital Fund to invest in creative clusters around the country and upgrade cultural facilities. The fund will target areas where access to cultural infrastructure is limited and where cultural investment could provide facilities for communities and drive regeneration and growth. If we don’t create a strong pipeline of new skilled talent, our creative industries will suffer. That’s why we will create an arts pupil premium worth £160m a year and launch a creative careers advice campaign in schools. This will demonstrate the range of careers and opportunities available and the skills required in the creative industries, from the tech sector and digital advertising to theatre production. The campaign will also focus on access and diversity, ensuring all students, regardless of their background, feel a career in the creative industries could be for them.