In light of the publication of the ICO’s Age Appropriate Design Code, the Advertising Association has issued the following statement:
“The Advertising Association supports balanced and risk-based initiatives that help to make the internet a safer place for children. At the same it is important that freedom of expression and access to news media is not disproportionately restricted.
“We are pleased that the ICO recognises the CAP Code’s role, which ensures that care is taken when featuring or addressing children in marketing communications. The CAP Code also fully recognises that the way that children perceive and react to marketing is influenced by their age, experience and context of the message.
“Advertising plays a crucial role in brand competition, drives product innovation and fuels economic growth. It also provides revenues to fund a diverse and pluralistic media enjoyed by all.”