Letting Children be Children
20.
However, we know that many parents do not make complaints regarding things they do not like even when they feel they have cause to (see Themes 1 and 4). And while there is some evidence that the ASA enjoys a relatively high level of public awareness in comparison with other regulators (Advertising Standards Authority, 2008), recent research suggests that more could be done to increase public understanding of the ASA’s role and of advertising regulation and complaints processes (Advertising Standards Authority, 2011(1)).We welcome the recent public awareness campaign to try to address this (the first for five years by the ASA).Together with the research on complaints cited elsewhere in this report, this suggests that there may be higher levels of concern than are represented by complaints figures.
21.
We are heartened that the industry is already taking a number of steps to ensure advertising and marketing to children is within acceptable standards. We welcome, for example, the introduction of the Children's Ethical Communications Kit website (www.check.uk.com) by the Advertising Association which is designed to help advertisers and marketers understand their responsibilities towards children and how to comply with the CAP codes. We would urge anyone involved in advertising to children to use the website.
22.
We also welcome the recommendations that the Advertising Association has made in its contribution to this Review (Advertising Association, 201 1), in particular the proposal to create an industry panel to consider and take forward any issues relating to advertising and marketing to children that arise from this Review. We were also pleased to learn of the recent appointment of Rachel Childs, a former head teacher of a primary school, and Martin Narey, former Chief Executive of Barnardo's, to the independent ASA Council. They bring their extensive experience of working with children and families to the body that adjudicates on whether the Advertising Codes have been breached.
23.
We do, however, think that there is scope for the advertising industry to go further. As well as ensuring that the ASA interpretation of the CAP codes reflects parental views, a responsible and ethical approach to marketing benefits both business and families and is an essential part of the relationship between commerce and children. Just as we think companies could do more to involve parents and children in responsible product development (Theme 2) and to ensure that parents' voices could be heard more (Theme 4) so we think advertisers and marketers and those who regulate them could be more sensitive to the concerns parents have about advertising. Consequently, we think that more should be done to be sure that advertising regulation is meeting the needs of parents.
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