Children in advertising

The IPA welcomes CAP’s announcement, and subsequent guidelines, on the use of children as brand ambassadors and in peer-to-peer marketing.

The IPA welcomes CAP’s announcement on the use of children as brand ambassadors and in peer-to-peer marketing.

Richard Lindsay, IPA Legal Director, said: “CAP’s announcement shows that the industry pledge put in place in response to the Bailey Review is working. CAP’s review found that the use of under-16s as brand ambassadors is limited and that examples of the practice that were identified as part of the review, had occurred before the pledge was developed, commonly required parental consent and also included use by Government organisations and charities. The message is that advertisers are acting responsibly and that no further rules are necessary.”

Read CAP's new guidance for marketers to ensure that such techniques are undertaken responsibly.


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