|
|
|
|
Advertising to children is strictly regulated in the UK. Special protection is provided by the:
- Broadcasting Act 1990 and The Communications Act 2003
- ITC Advertising Standards Code (2002) (now Ofcom code) and Broadcast Advertising Clearance Centre Guidelines (1999)
- Radio Authority (now Ofcom) Sponsorship and Advertising Codes (2000)
- British Code of Advertising, Sales Promotion and Direct Marketing (2003)
The codes of practice governing advertising pay special regard to the child audience and contain lengthy and detailed provisions specifically to ensure that children are not exposed to inappropriate commercial messages. Those rules are broadly similar across all media, although broadcast rules contain additional provisions about timing and scheduling of advertisements and the portrayal of toys and games. In particular such advertisements should not contain anything that might cause children physical, mental or moral harm.
Provisions include prohibitions on:
- misleading advertising which takes advantage of children's inexperience and sense of loyalty, or which raises unrealistic expectations about the product
- direct appeals to children to purchase, or to ask their parents to purchase, products
- advertisements which imply that children will be inferior if they do not purchase a particular product or service
- children in advertisements commenting on products in which children their age would not usually be interested
- direct response advertising aimed at children; prohibition on material which could cause children psychological harm
- encouraging children to eat or drink at or near bedtime, to eat frequently throughout the day or to replace main meals with confectionery or snack foods.
More on this topic
More briefing papers
|
