Letting Children be Children
RECOMMENDATIONS
10.
Raising parental awareness of marketing and advertising techniques. Industry and regulators should work together to improve parental awareness of marketing and advertising techniques and of advertising regulation and complaints processes and to promote industry best practice. ACTION:Advertising and marketing industry, with the ASA and the Advertising Association (AA)
11.
Quality assurance for media and commercial literacy resources and education for children. These resources should always include education to help children develop their emotional resilience to the commercial and sexual pressures that today's world places on them. Providers should commission independent evaluation of their provision, not solely measuring take—up but, crucially, to assess its effectiveness. Those bodies with responsibilities for promoting media literacy, including Ofcom and the BBC, should encourage the development of minimum
standards guidance for the content of media and commercial literacy education and resources to children. ACTION: Media and commercial literacy providers, with Ofcom and the BBC72
