Peta Buscombe, the AA chief executive, urged advertisers, agencies, media owners and technical experts to meet "around the table to find a solution that is robust, fair and workable".
She told the Periodical Publishers' Association that technological advances, digitisation and the convergence of media were changing the nature of advertising.
"The ad industry must come to a quick decision over how to regulate new media," she added. "However we do it remains to be seen. But we appreciate the importance of this issue and the threat if we do not get it right."
Buscombe also urged people from the ad industry to sign Campaign's Action for Ads online petition.
To sign the petition, go to brandrepublic.com/campaign.