Posted on
October 23rd, 2012

CIM criticised by ISBA following contentious research

A recent survey by the Chartered Institute of Marketing has revealed that an incredible 85% of parents are oblivious to the existence of the Government-supported ParentPort website.

The website, set up in October 2011 following a Government-commissioned review into the sexualisation and commercialisation of childhood known as the Bailey Review, allows parents to find out about the standards that can be expected from the media and if required, share their views and make complaints.

Unfortunately, a year on from the Bailey View releasing its findings, the research discovered that nearly 90% of parents still think that there are problems with the way that products are marketed to children. The main concerns for parents are the use of sexually explicit outdoor advertising, inappropriate products such as padded bras and marketing during children’s television programmes.

The Advertising body ISBA has slammed the CIM after it issued a press release stating that it wanted the Government to “start a dialogue with the profession with the aim of identifying ways to promote best practice and regulate appropriately, and to deal with these pressing issues”.

The Director of public affairs at ISBA, Ian Twinn, said “In its review on sexualisation and commercialisation of childhood, Government worked closely with industry bodies, as well as our regulator the ASA, to develop initiatives including tougher rules on sexualised imagery, the ParentPort website and the Children’s Panel.

ISBA is an active supporter of the industry pledge on the use of peer-to-peer marketing, along with many leading advertisers and media, but sadly the CIM remained aloof from the collective efforts of the wider industry”

ISBA believes that the research carried out by the CIM has ignored the progress that has been made by agencies, advertisers and the media into the sexualisation and commercialisation of children in advertising.

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