Advertising Association "pleased to see Government recognising our positive efforts" as Bailey Review progress report published
The Advertising Association has told The Drum it is “pleased to see the Government recognising our positive efforts” following the release of a progress report on the Recommendations of the Independent Review of the Commercialisation and Sexualisation of Childhood by Reg Bailey.
Originally published in June 2011, Letting Children Be Children made 13 recommendations and called on businesses and broadcasters to play their part across four themes: sexualised images; clothing, products and services for children; children as consumers; and making parent's voices heard.
The progress report published this week shows positive feedback for the ad industry and ASA, particularly in Recommendations two, seven and 10.
Glen Christie, communications manager for the Advertising Association, commented: “The Bailey Review encouraged advertising to consider how it engages with children, and we’re pleased to see Government recognising our positive efforts. Responsible advertising, especially to kids, will always be top of the agenda – ensuring that they are well protected, and still free to make the most of the commercial world.”
The progress report praised the Advertising Association, Outdoor Media Centre, ISBA (the Voice of British Advertisers), IPA and Committee of Advertising Practice (CAP) for their work in reducing the amount of on-street advertising containing sexualised imagery in locations where children are likely to see it (Recommendation two).
The ASA was also praised for “actively engaging with parents and young people to understand, and respond to, their views and concerns on advertising” as part of Recommendation seven, to ensure that the regulation of advertising reflects parents’ and children’s views more closely. The Advertising Association was also mentioned positively for its work with parenting groups, parents and young people “to ensure public attitudes are understood and reflected in advertising practice.”
In terms of Recommendation 10, raising parental awareness of marketing and advertising techniques, the progress report states: “We are pleased to see both the advertising industry and regulator taking their roles seriously. We expect to see both parties developing clear plans for raising the awareness of parents of the resources now available to them in this field.”
So far in response to this recommendation the Advertising Association, ISBA and IAB have commissioned Media Smart to produce a ‘parent pack’ to specifically raise parents’ awareness and knowledge of advertising techniques.
The progress report also indicated satisfaction with how advergames are regulated.