an overview of advertising to children in europe (incl. the uk!) brinsley dresden head of media,...
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An Overview of Advertising to Children in Europe (incl. the
UK!)
Brinsley DresdenHead of Media, Brands & Technology
Lewis Silkin LLPANA Law Conference 17th/18th January 2007
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Logo Here
Fundamental Principles
• TV Ads to be recognisable and separate
• No direct appeal to buy which exploits inexperience or credulity
• No encouragement of pester power• No exploitation of relationships of
trust• No depiction in dangerous situations
Chapter IV of TVWF Directive
Insert Your Company
Logo Here Key Principles of Regulation
• “Legal, decent, honest and truthful”• No exploitation of credulity etc.
– exaggeration; expense;• No exploitation of disloyalty or
inferiority• No direct exhortations or pester
power• No encouragement of poor diet or oral
hygiene
Consistency between UK Codes
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• No exaggeration of chances of winning
• Nothing resulting in physical, mental or moral harm– e.g. creative treatments:
dangerous articles; strangers; over-eating; dangerous play
• Merchandise re characters: 2 hour rule
• Performers/Characters - Appeal to U18’s
Consistency between UK Codes
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• Alcohol: people and treatments which may appeal to under 18’s;
• Toys: Special emphasis re exaggeration of performance
• Prices: No TVC’ for expensive toys
• Food: Ban on HFSS food and drink TVC’s around programmes of particular appeal to under 16’s
Issues & Case Studies
Distasteful Depiction of Children
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Barnardo’s - UK 2003
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Armani – UK 2004
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Original Source – UK 2006
Issues & Case Studies
Encouraging Unsafe Conduct
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Tango – UK 2005
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Fidorka – Czech Republic
Issues & Case Studies
Problems of Race and Gender
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Save the Children – UK 2006
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McDonald’s - Sweden
Issues & Case Studies
Encouraging inappropriate conduct
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KFC Zinger – June 2005
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National Lottery – UK 2006
Issues & Case Studies
Misleading Advertising
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Crazy Frog – UK 2005
Issues & Case Studies
Food Advertising
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Sunny D - Ireland
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Coca Cola Christmas Party
An Overview of Advertising to Children in Europe (incl. the
UK!)
Brinsley DresdenHead of Media, Brands & Technology
Lewis Silkin LLPANA Law Conference 17th/18th January 2007