AA readies toolkit to help with marketing to children

The Advertising Association (AA) is planning to launch an online service to help companies develop responsible products and campaigns that target children.

The association is developing the Children’s Ethical Communications Kit to help promote best practice to companies looking to develop products, services and campaigns aimed at children.

News of the toolkit comes as political pressure on marketers to protect young children from irresponsible advertising grows.

AA director of public affairs Sue Eustace says the association plans to offer “simple” guidance in “simple language” on aspects such as behavioural targeting as well as advertising codes.

She adds it could be particularly useful to small businesses entering the fast-changing online space for the first time and which may not be aware of Advertising Standards Authority regulations or other industry best practice guides.

Conservative Party leader David Cameron recently vowed to ban agencies that produce campaigns vetoed by the ASA from bidding for government advertising contracts for three years, while a Government-commissioned report by Dr Linda Papadopoulos recommended a “one-stop shop” website for parents to complain about advertising that sexualises children.

Shadow culture minister Ed Vaizey recently told delegates at an ISBA conference that the Tories would consider further restrictions on marketing to children if they win the election but only if there is evidence that more regulation will “protect children”.

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