Brazilian association addresses Congress on advertising to children

The Brazilian Association of Advertisers (ABA) is calling for a more open regulation on advertising to children in Brazil, against the backdrop of a a new bill being discussed in Congress that seeks to completely ban it.

ABA's position, through its Government Relations Committee, is to preserve self-regulation and champion responsible advertising.

Sandra Martinelli, ABA's executive president, participated in the public hearing of the Committee on the Constitution, Justice and Citizenship last May to discuss Bill 5921/01, a bill which prohibits advertising to children. "Advertising is important in promoting healthy living. We are convinced that the ban on advertising to children will not be the solution or remedy to problems related to children's health such as obesity", she argued.

Sandra Martinelli also warned about the risks associated with decisions being taken without a proper understanding of what is at stake and drew attention to what the effective role of the State should be. "We cannot agree with initiatives that are ideological and unilateral, that disregard the importance of preserving the freedom of expression -a key feature of a democratic society. Advertising should not be seen as a 'scapegoat' to the problems faced by society", she added.

As for the role of advertisers in this issue, ABA's executive president emphasized that advertising must respect the principle of freedom with responsibility.

For more information, contact Sandra Martinelli.