ASA response to Bailey Review

6 June 2011

Bailey Review: ASA committed to protecting children

The ASA has welcomed the advertising recommendations made today by Reg Bailey, Chief Executive of Mothers’ Union, following a six-month review into the ‘commercialisation’ and ‘sexualisation’ of childhood.

The independent review ‘Letting Children be Children’, commissioned by Government, calls on businesses, broadcasters, advertisers and regulators to take a joined up approach to addressing parents’ concerns about a ‘sexualised culture’ surrounding children. Some of the recommendations relate specifically to the advertising industry and the work of the ASA.

The ASA has an ongoing commitment to protecting children from harmful or inappropriate material. While the Bailey Review highlights the effectiveness of the ASA and the wider advertising self-regulatory system it also provides interesting ideas on how we can do things better. We will respond to the recommendations to ensure parental concerns are heard and we continue to place protection of children at the heart of our work.

ASA Chief Executive, Guy Parker says: “The protection of children from harmful of inappropriate advertising is one of the Advertising Standards Authority’s top priorities and to do this we know we need to reflect the views of parents and young people in our work.

We welcome Reg Bailey’s recommendations on advertising and we’re committed to making sure that parents have the confidence to raise their concerns and to know that they’ll be heard.”