Bailey Review is not window dressing

Here we are again. The third Government-commissioned report into the sexualisation of children, the third to conclude that childhood is being commercialised to the detriment of children. But Reg Bailey’s report is unlikely to be the third left gathering dust.

As much as the advertising industry will be breathing a sigh of relief that the report was not armed with demands for statutory regulation of ads targeting children, the report was not in merely a placatory exercise aimed at satisfying Tory-voting parents.

The Primer Minister has consistently railed against “irresponsible” marketers in opposition and in office and is likely to take personal responsibility for ensuring that the advertising and media industries take action.

The industry understands this, clambering to boost their parent friendly credentials -the Advertising Association “panel of experts” to report on kids marketing or the appointment of children experts to the Advertising Standards Authority’s Council – in recent months.

Bailey’s reasoned approach should not be seen as a let off but a call to arms. The ad industry has done a fine job in convincing Bailey of its good intentions and must continue to do so. The Prime Minister expects.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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