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News Release from: The Chartered Institute of Marketing
Edited by the Marketingservicestalk Editorial
Team on 27 July 2007
UK firms should self-regulate ads to
children
Voluntary controls on marketing to children have once again been in the news following reports that 11 US companies are set to announce self-regulation on advertising.
This is a move The Chartered Institute of Marketing supports and it urges UK companies to follow suit rather than have regulation imposed on them "Marketing is a powerful tool for changing attitudes but UK companies need to make sure it is a positive force for change, encouraging our children to eat more healthily," said David Thorp, director of research and information at The Institute
This article was originally published on Marketingservicestalk on 20 Apr 2007 at 8.00am (UK)
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"And it is much better that we take the lead on this issue as it gives marketers the opportunity to set perimeters; if not, then we face these being set for us.
"It also shows we are serious about the issue and do not take it lightly".
Action has already been taken in the UK by Ofcom, but the risk is that marketers will turn to the internet to market to children, particularly on social media sites which are arguably harder to regulate.
"Companies must now face up to their responsibilities and decisions must include the likely impact on society," added Thorp.
"Responsibility no longer ends at the retailer's shelf and those who market to children must look for ways of promoting a more healthy diet and lifestyle".
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