The impact of the commercial world in general, and advertising in particular, on children has been the focus of successive UK governments. Through the Advertising Association, the advertising industry has been able to defend itself against misinformed or malicious assaults, while developing the tools necessary to ensure that advertising to children is conducted ethically and responsibly.
09 May 2011Parents, Children and the Commercial World: Facts, issues and solutionsIn response to the Bailey Review of the "commercialisation and sexualisation" of children, the Advertising Association have issued a research report - 'Parents, children and the commercial world: facts, issues and solutions'. The report includes contributions from the industry think-tank Credos, a review of the marketplace and primary research into children's and parents' attitudes to advertising techniques and practices.The report finds that while children's values have not fundamentally changed, parental concern about them 'gowing up' is very real. While advertising is not singled out as a significant driver of that concern, there is an unhelpful lack of knowledge of both the commercial content their children engage with and the level of recourse available to them.Read the press release...Read the report...
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