Our Chairman, Lord Chris Smith has announced the appointment of the former Chief Executive of Mothers’ Union, Reg Bailey, to the ASA Council. Our Council is the body responsible for making rulings under the UK Advertising Codes and acts as our Board.

As Chief Executive of Mothers’ Union, Reg was appointed by the government in 2011 to review the commercialisation and sexualisation of childhood. His recommendations, including around parental controls for internet enabled devices and advertising in the public space, were all accepted by government and, on the latter point, prompted a direct response by us. Reg worked for thirty years in fast moving consumer goods marketing, on brands ranging from Homepride to Danish Bacon via Del Monte. He is a member of the British Board of Film Classification Consultative Council, a Non-Executive Director of the Children’s Media Foundation and a member of the expert panel of the Advertising Association’s Media Smart project. He was appointed CBE in 2013 for services to children and families.

I’m delighted to welcome Reg onto

the ASA Council... Reg’s background in marketing allied with his expertise on children’s wellbeing and issues that impact on young people will further enhance Council’s discussions in this area.

Lord Chris Smith, ASA Chairman

Our Council is formed of two-thirds independent members and one-third members with an advertising or media background. Collectively, the members offer a wide range of skills and experience, representing the perspectives of a wide cross section of society, including young people, families and charities.

Reg said: “Having direct and indirect experience of the ASA throughout my career, both as a marketer and a campaigner for children’s rights, I’ve admired its commitment to and effectiveness in tackling misleading, harmful or irresponsible advertising. It is fleet of foot in responding to social concerns about ads but, crucially, applies a common sense proportionate approach in making its judgments. I’m looking forward to contributing to the diverse and important work it carries out.”

Of the appointment, Lord Chris Smith said: “I’m delighted to welcome Reg onto the ASA Council. One of our priorities is to protect children from inappropriate content, ensuring that the ads they see and hear are responsible. Reg’s background in marketing allied with his expertise on children’s wellbeing and issues that impact on young people will further enhance Council’s discussions in this area. That and his knowledge of the wider ad industry make him an invaluable addition to the team.”

Reg will take up his position as a member with an advertising background in April at the Annual General Meeting. He replaces John Mayhead, who has served his maximum appointed term of six years. Lord Smith said “I would like to thank John for all his hard work and the enthusiasm and insight he brought to the role. He contributed fully and, throughout his time on Council, was ever scrupulous in challenging the strength of our collective decision making. We wish him every success in the future.”


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