Reg Bailey

“ These resources should always include education to help children develop their emotional resilience to the commercial and sexual pressures that today's world places on them. Providers should commission independent evaluation of their provision, not solely measuring take—up but, crucially, to assess its effectiveness. Those bodies with responsibilities for promoting media literacy, including Ofcom and the BBC, should encourage the development of minimum standards guidance for the content of media and commercial literacy education and resources to children. ”

“ Prohibiting the employment of children as brand ambassadors and in peer-to-peer marketing. The Committee of Advertising Practice and other advertising and marketing bodies should urgently explore whether, as many parents believe, the advertising self-regulatory codes should prohibit the employment of children under the age of 16 as brand ambassadors or in peer-to-peer marketing – where people are paid, or paid in kind, to promote products, brands or services. ACTION: Committee of Advertising Practice, the Advertising Association and relevant regulators ”

“ If it concludes that insufficient progress has been made, the Government should consider taking the most effective action available, including regulating through legislation if necessary, to achieve the recommended outcome. ”

“ Given the technology available, regulators and businesses should be able to find more effective ways to encourage parents to tell them what they think, quickly and easily, and to be transparent in telling parents how they are responding to that feedback. Once parents know that their views are being taken seriously, we would expect them to respond positively towards companies that listen to their concerns. ”

“ Government should consult as a matter of priority on whether music videos should continue to be treated differently from other genres, and whether the exemption from the Video Recordings Act 1984 and 2010, which allows them to be sold without a rating or certificate, should be removed. ”

“ Ensuring greater transparency in the regulatory framework by creating a single website for regulators. There is a variety of co—, self— and statutory regulators across the media, communications and retail industries. Regulators should work together to create a single website to act as an interface between themselves and parents. ”

“ Raising parental awareness of marketing and advertising techniques. Industry and regulators should work together to improve parental awareness of marketing and advertising techniques and of advertising regulation and complaints processes and to promote industry best practice. ACTION: Advertising and marketing industry, with the ASA and the Advertising Association ”

“ In addition, those providing content which is age-restricted, whether by law or company policy, should seek robust means of age verification as well as making it easy for parents to block underage access. ”

“ Making it easier for parents to express their views to businesses about goods and services. All businesses that market goods or services to children should have a one—click link to their complaints service from their home page, clearly labelled 'complaints'. ”

“ Sexualised and gender—stereotyped clothing, products and services for children are the biggest areas of concern for parents and many non-commercial organisations contributing to the Review, with interest fanned by a sometimes prurient press. ”

“ As well as ensuring hard copy sales are only made on an age—appropriate basis, removal of the exemption would assist broadcasters and internet companies in ensuring that the content is made available responsibly. ”

“ This single website could also provide a way for parents to provide informal feedback and comments, with an option to do so anonymously, which regulators can use as an extra gauge of parental views. Results of regulators’ decisions, and their reactions to any informal feedback, should be published regularly on the single site. ACTION: Regulators
13. ”