ISBA challenges Government consumer body
2 Jul 2009
ISBA Director General Mike Hughes challenged the Government’s official consumer body yesterday at a conference in London about responsible marketing to children.
In a full and frank panel discussion at the event organised by Marketing magazine, the ISBA head said Consumer Focus Chief Executive Ed Mayo was misleading the public about how and why advertisers communicate with children and parents, accusing him of conducting an “unaccountable campaign of unacceptable language”.
Mr Hughes continued: “The tone of the language Mr Mayo has adopted to describe the advertiser-children relationship, most prominently in his recent book on the subject, is inflammatory.
“Terms such as ‘grooming our children for profit’ - which is emblazoned across the front of his book - have been purposefully chosen to scaremonger and to echo the hysterical approach of the worst tabloid reporting of child abuse.
“There are actually a number of key areas where both advertisers and the consumer lobby can agree,” Mr Hughes added, “but sadly, until the debate becomes more rational it is only our disagreements that people will hear.”
The principles of good practice in marketing to children, outlined at the conference and supported by both sides, included:
- Being honest and upfront about what is being sold
- Treating consumers (parents and children) with respect and
- Avoiding the marketing of inappropriate products
