Responsible approach, no joking matter

I write in response to children’s groups NCH and Childnet International that have condemned the advertising campaign, aimed at teenage boys, as “irresponsible”.

The ads feature in Match, Nintendo and Computer & Video Games magazines. The titles were chosen because they specifically target boys aged between nine and 15 years old. The ads aims to appeal to the sense of humour of teenage boys and, therefore, had to contain cheeky and humorous elements to encourage them to log onto the site.

However, we take the safety issues in chat rooms extremely seriously and understand that they need to be carefully managed to maintain a fun and safe environment for teenagers to communicate.

In addition to software which filters swear words, phone numbers and e-mail addresses,’s three chat rooms are monitored by people every minute of every hour they are open to prevent obscenities, the exchange of personal information and users arranging to meet. To our knowledge, we are the only teen website to do this.

We welcome criticism, but feel that in this case it is not justified. Protecting our teenage users is something that we do not take lightly, and we are using maximum resources to make our chat rooms as safe as possible.

Charlie Redmayne


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here