The Bailey Review's proposals will be implemented to protect children from certain images
A panel will be chaired by Mark Lund
, co-founder of advertising agency Now
, to investigate the implementation of controls over marketing aimed at children.
The panel is being set up to try and avoid new legislation that would impose stricter rules upon advertisers. Prime Minister David Cameron
ordered the Bailey Review
, whose results were published this week, which proposed new legislation be introduced to prevent the ‘commercialisation and sexualisation’ of under-16s.
The Bailey Review’s findings suggested that self-regulation could help the advertising industry to prevent such issues. Cameron commented on this suggestion, saying he would prefer not to have to impose state control. However, Sarah Teather, education minister, said that the introduction of new legislation should not be ruled out.
Cameron has already arranged a review of advertising for October 2011. The new panel will aim to introduce guidelines to help implement the Bailey Review’s suggestions.
Although Reg Bailey, the author of the review, welcomed the introduction of the new panel he said that advertisers and marketers “could be more sensitive to the concerns parents have about advertising".
Lund said: "It would be wrong if legislation were ruled out. That would take off the pressure for action. Legislation should only be necessary if the industry was out of line with society and government and self-regulation is somehow failing."
He said that the advertising industry should move swiftly in order to act on the Bailey Review’s proposals. The panel will be made up of advertisers, marketers, academics and representatives of social media, mobile and the internet.