As first reported by Marketing Week in March, the Children’s Ethical Communications Kit (Check) aims to “bridge the knowledge gap” about the existing regulations around marketing to children, the AA says.
The tool kit is launched in partnership with Turner Media Innovations, part of Cartoon Network owner Turner Media.
The launch comes as political pressure on the marketing industry to cut out bad practice when marketing to kids mounts. The coalition government has vowed to crackdown on “irresponsible” techniques such as peer to peer marketing to children.
Deputy prime minster Nick Clegg (pictured) said in June that he was concerned about “irresponsible advertising that sexualises children, that’s makes them anxious of how they look, that encourages them to place too much value in brands.”
In a statement, the Advertising Association says that although “children have never been better protected”, its research shows industry confusion about regulation.
Ian Barber, director of communications at the Advertising Association says:“Nobody gains from irresponsible marketing where children are concerned. It’s damaging for client relationships, for brands, for the industry’s reputation and for the person that gets it wrong.
“Marketing and children is a hot topic and it’s good to see the industry keeping one step ahead.”