Industry concern as Mother's Union Chief Executive, Reg Bailey, calls for evidence on the 'Commercialisation and Sexualisation of Childhood'

7 February 2011

A call for evidence from the Bailey Review has prompted concerns from the Advertising Association that the review's focus on advertising and marketing has become disproportionate and inherently negative.

In 2009, the Government's Buckingham Report* warned that "…a disproportionate focus on advertising is likely to distract attention from other factors which may have more impact on the issue concerned."

Yet in a ten-minute review questionnaire aimed at parents, respondents are prompted to comment on advertising and marketing practices no fewer than 21 times. In one question, asking parents what would be helpful to them in making buying decisions, five marketing restrictions are proposed before any other response.

"It's a very one-sided point of view," says Ian Barber, Director of Communications at the Advertising Association.

"Whenever advertising is mentioned, it is in a negative context. There is no recognition of a positive impact on children's lives and no mention of the raft of regulatory protections already in place. It's important that industry works constructively on this review, but it's equally important that its starting point is well informed and balanced."

---

Press releases, papers and documents published on this page are the intellectual property of an organisation unrelated to ePolitix.com. We promote their parliamentary and political campaigning activities as they are subscribers to the ePolitix.com service.

As such, ePolitix.com does not edit, endorse, or attempt to balance the opinions expressed on this page. The content of press releases and other such types of content are the responsibility of the originating organisation.