Launching tomorrow, Check – the Children’s Ethical Communications Kit - www.check.uk.com is a website that brings together all the existing regulations around marketing to, or communicating with, children. The site aims to bridge the knowledge gap that has appeared as new marketing techniques, and their corresponding regulation, proliferate.
Marketing to children featured in both the Conservative and Liberal Democrat pre-election manifestos and Prime Minister David Cameron now chairs a "childhood and families taskforce".
When launching the taskforce in June, Deputy PM Nick Clegg announced: “We are committed to cracking down on irresponsible advertising and marketing. If we are really going to restore and protect the innocence of childhood, action here is absolutely key.”
Check offers marketers a guide to the rules and where they apply, based on key campaign elements. With the help and support of Government, regulators, practitioners and trade bodies all the existing regulations and rules are now accessible in one place.
Ian Barber, director of communications at the Advertising Association said: "Nobody gains from irresponsible marketing where children are concerned. It’s damaging for client relationships, for brands, for the industry’s reputation and for the person that gets it wrong. Marketing and children is a hot topic and it’s good to see the industry keeping one step ahead."
Andrew Mallandaine, UK sales director at Turner Media Innovations said: "As well as working to set guidelines, Turner Media Innovations places paramount importance on a high standard of self-regulation and responsibility in the advertising space, so there is an obvious synergy between our outlook and CHECK’s objective. We’re delighted to partner with the Advertising Association on what we believe is a great initiative for the industry as a tool for best practice."