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11.10.11

NEWS Concerned Parents Descend on Downing Street. Today, after a year’s work, two major reports, countless meetings with government, innumerable meetings with brands, media owners and agencies, a big-hitting Leadership Panel, a raft of industry-backed measures to protect children and a lot of public debate about an issue which everyone has a different view on, a concerned parent from AA towers went to No.10 to talk to the Prime Minister about advertising and children. Mark Lund, head of the AA’s Children’s Panel, introduced the new Advertising Association guidance designed to stop companies using under 16s as brand ambassadors or in peer-to-peer marketing. Here’s the wording, journalists fact fans: “Young people under the age of 16 should not be employed and directly or indirectly paid or paidin-kind to actively promote brands, products, goods, services, causes or ideas to their peers, associates or friends.” So that’s that then. Nearly 20 major brands have already signed up, including Unilever, Coca-Cola and Pepsico, and the pledge has been backed by Facebook and countless trade associations, many of which have written it into their codes of practice for members. If you don’t want your brand to be left behind, you need to speak to Sue or Nick, right now. Emerging from Number 10 this evening, Tim Lefroy said that industry’s responsive attitude to the Bailey Review agenda had been praised by the Prime Minister, who had been impressed by the speed with which it was tackling technologically complex issues like online adult content. At the same meeting, Guy Parker from the ASA and Mike Baker - of Outdoor Media Centre fame – updated the PM on the advertising industry’s moves to restrict the use of sexualised imagery in outdoor media, particularly near schools. The OMC has given advice to its membership (over 95% of outdoor advertisers), and offered the ability for concerned advertisers to request their work is not displayed within 100m of schools or other sensitive locations. The ASA – advertising’s regulator – has also been busy. In conjunction with the regulatory mums and dad at other acronym-based bodies like Ofcom, the PCC, ATVOD et al, they have built a website for parents worried about the media content accessible to their children. Add ParentPort to your bookmarks page now and you can follow a step-by-step guide which shows you where to direct your complaint, or contribute to the discussion yourself. Finally, BT, Sky, TalkTalk and Virgin have upped their game in providing protection from porn on smartphones, laptops and PCs. New customers will be given an ‘active choice’ as to whether to activate adult-content controls, which would screen out pornographic websites. The Daily Mail website covered this in its own inimitable style, placing a story on ‘internet sleaze’ next to pictures of an oiled and muscular Jodie Marsh in a bikini, an upskirt shot of Pixie Lott’s bottom and a photo of a topless Mischa Barton eating steak out a man’s hand. The steak, disgustingly, was uncooked. Of course as David Cameron reminded everyone today - there is still more to do. But as another Conservative Prime Minister said, undoubtedly referring to the ongoing debates around the “commercialisation and sexualisation” of childhood:


“Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.” Wise words. We’ll see you next week.

More? Campaign RAB and D&AD partner to boost standard of radio ads Campaign Department of Health review £14 million media planning Campaign Government calls pitch to calm youth unrest Marketing Five ways Steve Jobs changed marketing Marketing Yum! to refranchise Pizza Hut UK Marketing Week Facebook to 'scale up' customer service offering Marketing Week Beauty ad claims to receive greater scrutiny Marketing Week Waitrose eyes new customers with discount card New Media Age IPA announces media owner awards, survey results, and shortlists New Media Age 'Social media is the most powerful marketing tool' sats Fox VP of Entertainment The Guardian UK web ad spend defies slowdown UTalkMarketing One in ten E-commerce visits now carried out via mobile UTalkMarketing What does the new Facebook mean for brands?

Ad of the Week Reporting of the OMC and ASA’s action on sexualised imagery carried an apparently mandatory photo of Wonderbra’s ‘Hello Boys’ campaign. Here’s a question boys: just how long ago did the campaign first run? And does this obsession with Eva’s assets reflect a great ads’ enduring fame….or the fact that explicit images in outdoor advertising are perhaps rather tricky to find these days? It was 1994, by the way.

Client: Wonderbra Agency: TBWA Media: Outdoor

EVENTS


Media Business Course 2011

Attention Adland: There are still places left, so book your rising stars onto the 2011 Media Business Course. This year’s guest speakers include Jeremy Bullmore CBE, Ivan Pollard, Rory Sutherland, Sir John Hegarty, Mark Borkowski & Fru Hazlitt. The Media Business Course is the pinnacle in media training: the most exciting and dynamic area within marketing and advertising today. Nowhere else is so much knowledge and experience provided so professionally by experts in their respective fields, which is why the Media Business Course guarantees a fantastic learning experience. Intensive sessions, a great setting and new knowledge make this the best course available for any media, marketing or creative professional hoping to better understand the unbelievably fast-changing world of mass communication. Venue: The Grand Hotel, Brighton Dates: 2 – 5 November 2011 For more information, contact Catherine Hitchcock

War of the Words What will you be doing on the 8th of December? Worrying about your uncompleted Christmas shopping? Battling the inclement weather? Faithfully rereading old copies of advertising matters? No. If you care about advertising and its future you will be at Campaign’s War of the Words conference, listening to the brightest young people in commercial communications shape the future of the industry. Featuring the best planners, creatives, brands and media people, speakers will compete against each other under the watchful eyes of David Hackworthy and Nikki Crumpton – with delegates using push button technology to judge the best. We’re already excited, and you should be too – email Celia right now to get your hands on a ticket.

IAA Business Lunch   IAA’s next business lunch hosts Dominic Fawcett of Sony Europe, speaking on the theme “Poacher turned gamekeeper – or is it the other way around?” To book your place please request a booking form from office@iaauk.com or telephone the Secretariat on 020-7381 8777. Alternatively you can book via the website. Payment can be made by cheque, BACS or Visa or MasterCard credit cards. Venue – Mandarin Oriental Hyde Park Hotel Date – Friday 18th November, 12:15pm for 1pm

16th November, Clearcast Training for Advertisers Clearcast is responsible for pre-clearing TV ads for the UK’s largest commercial broadcasters to


make sure they don’t mislead, cause harm or offend. It runs introductory training courses for advertisers to learn all about the clearance process and the key role advertisers play in getting their ads approved. The courses cost £25+VAT, for a full morning’s training, lunch and the opportunity to meet Clearcast’s senior management. Click here for more information and to book places.

Debating Group Dates For Your Diary Professional Publishers Association, 24th October – 6pm, House of Commons, Committee Room 10. Motion: “No man but a blockhead ever wrote, except for money” Speakers: The motion will be supported by award-winning editor David Hepworth, who launched titles including Q, Empire and heat and is now Editorial Director of Development Hell, publishers of The Word magazine. Hepworth will be seconded by Gill Hudson, UK Editor-in-Chief of Reader's Digest and formerly Editor of magazines including Radio Times, Company and Eve. On the other side of the debate will be Phil Hilton, Editorial Director of ShortList Media - the publisher of free weekly titles ShortList and Stylist - and Patrick Hayes, a reporter for spiked. th 28 November – International Advertising Association 23rd January 2012 – Internet Advertising Bureau

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