Parents' fears over child ads

Nine in 10 parents are concerned about the commercialisation and sexualisation of childhood, and think there are problems with the way some companies advertise to children, according to a poll for the Chartered Institute of Marketing.

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Government backs parenting groups recommendations

"Reg Bailey's recommendations have already prompted swift action from industry and regulators. Setting up the Parent Port website is just one of the steps they have taken. We want parents to use the website to give feedback, make complaints and learn more about media regulation, online safety and other aspects of the commercial world, like retailing, that have an impact on children."

– A Department for Education spokesman


ASA welcomes recommendations by parenting groups

The work that regulators, including the ASA, continue to undertake in responding positively to the recommendations in the Bailey review (Letting Children Be Children) has been welcomed by government as well as family and parenting groups. ParentPort is a valued resource amongst parents but raising awareness is an ongoing process. We'd be delighted if CIM and its members would like to support ParentPort with their expertise and resources.

– Advertising Standards Authority

CIM: 'The marketing profession needs to address' child advertising concerns

The survey comes a year after the report by Mothers' Union chief executive Reg Bailey, entitled Letting Children Be Children, which called on businesses and broadcasters to play their part in protecting young people from the "increasingly sexualised wallpaper surrounding them".

The CIM is calling on the Government to work directly with the marketing industry to "deal with these pressing issues once and for all".

David Thorp, director of CIM research, said:

"It's clear that parents still have very real concerns about the way some companies try to sell to children. The marketing profession needs to address these concerns but we also want a dialogue between parents, the Government and industry bodies to ensure that our solutions are lasting and effective.


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