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Regulation Alone Is Not the Answer
Contacts:
Rod Cartwright
+44-(0)207-611-3500
Robyn Massey
+44-(0)207-611-3658
London, Sept. 30, 2008 - Members of the British public and Parliament unanimously agree that children and young people are being excessively commercialized. These were the findings of a ComRes survey of 150 Members of Parliament and 1,000 British adults commissioned by Ketchum, one of the largest global PR agencies.
With the U.K. government having tasked a 10-member group of experts to assess the impact of the commercial world on children's well-being, these results were presented at a recent debate organized by Ketchum. In front of an audience of marketing, communications and public affairs experts from leading retailers, food and drink manufacturers, broadcasters, market research, and advertising organizations, the panelists were called on to discuss the business, reputational, and policy implications surrounding the commercialization of children and young people.
Expert commentators on the panel included Tim Loughton, an opposition Member of Parliament in the U.K. government and Shadow Minister for Children; Liz Barclay, Presenter at BBC Radio 4; Anne Longfield, Chief Executive of 4Children; Sue Eustace, Director of Public Affairs for the Advertising Association; and Gary Pope, CEO of Kids’ Industries.
While the panel was concerned by the increasing commercialization of children and childhood, this was seen as being driven by today’s materialistic society, and so for this reason advertising alone could not be held responsible.
Parents were singled out for criticism during the debate. There was agreement that in general they aren’t doing enough to educate or advise their own children, but it was recommended that parents receive more help to enable them to take control of the situation.
When it came to identifying the possible solutions, the panel felt strongly that everyone -- consumers, parents, business and politicians -- should take responsibility, and regulation should only be seen as a last resort. In fact, the widespread opinion on future regulation was that it should focus on media literacy and not restricting content.
Rod Cartwright, Managing Director of Public Affairs at Ketchum’s London office and moderator of the event said, “Hosting this debate was important because we are increasingly warned of the dangerous effects that commercial pressures have on children and young people – from teenage pregnancy and eating disorders to obesity and happy slapping. Our research and the discussion underlined how complex these issues are and suggested that an all-inclusive solution must be identified in which business, politicians, regulators, parents and children themselves all have an important role to play. The key will be finding the best way of helping everyone to work together to achieve this, as we do on a daily basis with our clients.”
The key points to emerge from the panel session:
- Modern consumer society is contributing the commercialization of children.
- It is an oversimplification to say that children are “excessively commercialized.”
- Parents should be doing more to advise and educate their children.
- Industry has a key role to play in promoting responsible business behavior and healthy lifestyles
- Regulation should be a last resort and should be focused around media literacy and not restricting content.
- Many businesses are already responding to public opinion, such as reducing additives in foods and introducing public health initiatives.
- Legislation, regulation, education and personal responsibility all form part of the answer – everyone is collectively responsible.
Key research findings:
- 83% of British adults and 94% of MPs feel that children and young people in the U.K. have too many commercial pressures put on them.
- 84% of British adults and 86% of MPs believe more should be done to limit the way mobile and internet technology exposes children and young people to inappropriate material.
- 77% of British adults and 63% of MPs believe that protecting children and young people from such pressures is primarily the responsibility of parents, rather than companies or the government
- 75% of British adults believe that instead of limiting certain types of promotional activity, the focus should be on improving the media, and giving guidance to parents and children.
- Only 43% of MPs feel that instead of limiting certain types of promotional activity, the focus should be on improving the media, and giving guidance to parents and children – though 61% of Conservative MPs favor this approach.
- 77% of conservative MPs believe self regulation should be given a greater chance before considering statutory regulation.
- 57% of Labour MPs are in favor of statutory regulation.
Notes to editors:
- Ministers launched a major consultation on April 7, “Assessing the Impact of the Commercial World on Children's Wellbeing,” tasking a 10-member panel with “reaching a consensus based on how children’s engagement with the commercial world has changed and the impact those changes are having on children’s well-being.” The panel is expected to report back in early 2009.
- The Conservative Party’s Childhood Review suggests that increasing commercialization is undermining children and parents alike. David Cameron spoke of “a constant flow of inappropriate commercial activity aimed at children that makes a mockery of any attempt to build a truly family-friendly society.”
- Liberal Democrat Leader Nick Clegg recently added his voice to the debate, noting, "There is a channel of cartoons that my children watch in which they are bombarded by advertising every 15 minutes. I don't like it. I'm increasingly, as a father and politician, thinking we have not got the balance right."
- Beyond the Department for Children, Schools and Families current review, Ministers have promised a “Comprehensive Action Plan” on the regulation of video games following the Byron Review, while Ofcom has been asked to pull forward its review of advertising restrictions on HFSS foods. Ministers are creating a new U.K. Council for Child Internet Safety, updating the regulations governing commercial partnerships with schools and reviewing the consumer protection regime.
About Ketchum
A communications innovator, Ketchum ranks among the largest global public relations agencies, operating in more than 50 countries. With five global practices – Brand Marketing, Corporate Communications, Healthcare, Food & Nutrition, and Technology – and specialty areas that include Concentric Communications (experiential marketing, events and meetings), Ketchum Entertainment Marketing, Ketchum Global Research Network, Ketchum Sports Network, MMG (clinical trial recruitment), Stromberg Consulting (change management and workplace communications) and The Washington Group (lobbying and government relations), Ketchum leverages its marketing and corporate communications expertise to build brands and reputations for clients. For more information on Ketchum, a unit of Omnicom Group Inc. (NYSE:OMC), visit www.ketchum.com.
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