Marketing to children

Promotions & Incentives 03-May-07

Promoters can only keep legislators at bay if the laidback attitude of some is redressed.

Dear Editor,

The American Psychological Association's report into US toys and their effects on young girls may have been slightly hysterical in its predictions, but I note a blase attitude among one or two of the commentators in your licensing analysis last month, (P&I, April 2007).

It is always tempting to focus on the negative in such reports and, of course, it is right to view such findings, with healthy suspicion. But the laissez faire approach of some commentators is slightly alarming to me.

The marketing to kids debate continues to rumble on and it is gathering momentum as it goes.

Legislative changes prove the political will exists to alter the status quo; and as tobacco and alcohol will testify, there is little reason to expect anything but tighter rules in future.

Our industry has now had plenty of warnings, and we will have few excuses if the more reckless players continue to sharpen the legislators' pencils for them.

Jane Asscher, managing partner, 23red.