Mumsnet hands P&G “family friendly” endorsement

Procter & Gamble and Pearson will be among the first companies allowed to display a Mumsnet endorsement on marketing and packaging for products deemed “family friendly”.   

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The two companies have been handed “Gold” awards for their family credentials. Recognition was given to educational publisher Pearson for its “return to work” scheme for new parents, while P&G was praised for its commitment not to use peer-to-peer marketing or child brand ambassadors.

Roisin Donnelly, head of marketing at P&G says: “We are delighted to be recognised by Mumsnet and its Family Friendly programme. This is a truly exciting programme which we believe can make a real difference.”

The site took the decision to license its Mumsnet logo earlier this year.

Mumsnet, which hosts product reviews and advice posted by mums, is a trusted source of information for its 1.25 million users, while making money from brands seeking advice on new products and advertising.

It is one of the Advertising Association’s panel of experts that recently developed several commitments, including banning peer to peer marketing and child brand ambassadors, in response to a Government-backed report into the sexualisation of children.

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