Advertising Association hits back at Children's Plan
The Advertising Association (AA) has hit back at a new Children’s Plan introduced to parliament yesterday that will launch a probe into the effects of advertising to children.
The AA said it already invests heavily in a responsible and independent self-regulatory system that allows children to distinguish between editorial and commercial messages.
Baroness Peta Buscombe, chief executive of the AA, said its programme, Media Smart, supports a non-branded, non profit, educational programme for schools for children aged 6-11.
It develops and provides free educational materials to primary schools that teach children to think critically about advertising. The materials use real examples of advertising to teach core media literacy skills.
The Children’s Plan, introduced by the Secretary of State for Children Ed Balls, aims to improve children’s quality of life in Britain and assess the possible harmful effects on children such as dissatisfaction, anxiety, eating disorders and drinking.
Balls said the 10-year plan is a vision to improve schools and a step-change in the way parents and families are supported to deal with the new challenges faced by young people in the 21st century.
He added that new technology and the internet has made parents nervous about children being bombarded with ads and media images that encouraged sexualisation of girls amoung other issues. Balls said it was the government’s job to intervene in order to strike the right balance.
Baroness Buscombe, said: “In the context of the Government’s Children’s Plan and the Child Health Strategy we look forward to participating in the forthcoming consultations and having an active dialogue with government as they review the relationship children have with advertising.”
Earlier this week, Balls would not rule out introducing new regulations, but stopped short of suggesting a ban on alcohol advertising before the 9pm watershed.
