Government ‘pleased’ with ad industry efforts on Bailey

The Government has praised the marketing industry for its efforts in meeting the requirements laid out in 2011’s Bailey Report on the sexualisation of children but has warned brands they must continue to make progress or face statutory regulation.

kids

The Department for Education report into the progress made since Reg Bailey, chief executive of Mother’s Union, published his report in 2011 praises the voluntary moves made by the advertising industry.

The original report set out several tasks for the industry including:

  • Reducing the amount of on-street advertising containing sexualised imagery in locations where children are likely to see it.
  • Ensuring that the regulation of advertising reflects more closely parents’ and children’s views.
  • Raising parental awareness of marketing and advertising techniques.
  • Ensuring greater transparency in the regulatory framework by creating a single website for regulators.
  • Prohibiting the employment of children as brand ambassadors and in peer to peer marketing.

The Dfe says it is “pleased” with the progress made in these areas and encouraged the industry to continue self regulatory efforts to maintain standards.

The advertising industry was quick to demonstrate willingness to act following publication of the report. Led by the Advertising Association, a pledge not to use peer to peer marketing or child brand ambassadors in campaigns was published and signed by major advertisers such as Coca-Cola, Procter & Gamble and Nintendo.

The Advertising Standards Authority has cracked down on overtly sexualised imagery in outdoor ads and visited schools to raise awareness of complaint procedures and gather opinions on what kids want to see reflected in ad codes. The ad watchdog- in partnership with regulators including Ofcom and the BBC Trust – also setup ParentPort, a single location where parents can post complaints about inappropriate programmes, ads, products and services.

In the report’s foreword, children and families minister Edward Timpson backed self-regulation but warned against complacency.

“Those in business should not promote things for other people’s children that they would not accept for their own. We think that these things can be done voluntarily and within the existing regulatory frameworks.

“However, we shall continue to follow closely the progress that is being made and, if necessary, we will look at introducing statutory regulation if effective voluntary action is not forthcoming.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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