IPA welcomes the Bailey Review
The IPA has welcomed the findings of the Bailey Review ‘Letting Children Be Children’, which was commissioned by the government in a bid to “crack down on irresponsible advertising and marketing”.
The recommendations include:
- Ensuring that magazines and newspapers with sexualised images on their covers are not in easy sight of children.
- Reducing the amount of on-street advertising containing sexualised imagery in locations where children are likely to see it.
- Ensuring the content of pre-watershed television programming better meets parents’ expectations.
- Introducing Age Rating for Music Videos.
- Making it easier for parents to block adult and age-restricted material from the internet.
Hamish Pringle, general director, IPA, said: “The IPA welcomes the Bailey Review and in particular its realistic positioning of advertising and marketing communications relatively low down the batting order in terms of parental concerns.
“This perspective is reinforced by the important new research work by Credos, which indicates that education, safety, crime, drugs and the internet are the top issues for parents.
“Nevertheless, there are findings in his Review which relate to our industry and we look forward to meeting with Reg Bailey at the Advertising Association to discuss these in detail, and how we might take forward his key recommendations.”
Read the full report here.