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AANA develops guidelines for ads with children
Date: 26/10/2009
The Australian Association of National Advertisers (AANA) has developed new advertising guidelines around the appropriate use of children and young people in marketing activities, as the industry ramps up its focus on self regulation. The guidelines, Practise Guide - Managing Images of Children and Young People, are designed to help advertisers make better decisions when targeting children and were developed off the back of the Senate inquiry into the sexualisation of children in the media last year.
Scott McClellan, chief executive of the AANA, said the industry body had been contacted by the Federal Attorney General's department to look at developing some kind of voluntary measure to address public concerns around the online depictions of children. AANA consulted widely with members and the wider marketing and media industry sectors and also took the opportunity to inform, and invite comment from, a number of child advocacy groups.
The initiative, designed to complement the AANA's Code for Advertising and Marketing Communications to Children, addresses the management of the creation, use and circulation of images of children and younger people used in advertising and marketing communications by advertisers. While the initial recommendation was around online advertising, the guidelines apply to all media targeting children.
"AANA believes that industry practise founded on the principles of consent, appropriate circumstances, appropriate portrayal, limited identifying and personal information, and reduced ability for inappropriate use or adaptation of images are vital to contributing to a more secure environment for children and young people," said McClellan.
Source: AANA
WFA fully supports the work of the AANA and will continue to help responsible marketers champion responsible advertising on a global scale. For more information please visit www.responsible-advertising.org
Documents:
AANA Practice Guide-Managing Images of Children and Young People_Oct 2009.pdf
