Responsible Advertising and Children Programme: 2016 Year in Review
RAC now brings together over 900 people globally who have a direct stake in the sensitive issue of marketing and children. The network is almost 400 strong in Europe, over 150 of whom came to our quarterly meetings in Brussels to address the issues of highest priority to brand owners.
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WFA
Opinions
1 January 2017
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Top of the priorities in 2016 has been the ongoing revision of the EU Audiovisual Media Services Directive. RAC focused much of its work around understanding what is at stake for marketing and children and engaging the right policy-makers to ensure its voice was heard and heeded in the policy debates.
In parallel, the group has taken the lead in promoting initiatives which seek to ensure that commercial communications reflect societal concerns about children, such as the Eu Pledge, which limits the impact on children of certain food marketing, and Media Smart, which aims to equip children with the skills to be discerning when faced with brand communications.
The group has also been sensitive to ensuring that members are respecting fast-changing societal expectations around privacy.on data collection, RAC engaged academics working on research commissioned by policy-makers and Insafe, a European network promoting safer and better usage of the internet.
UNICEF has been prioritising the issue of marketing and how brands should seek to ensure that they protect and safeguard children’s rights. UNICEF’s focus is on food marketing, digital marketing and privacy issues and identifying what kind of brand presence would be legitimate in schools. RAC is in the process of facilitating an ongoing exchange with a view to driving consensus on best practice in these areas.
RAC’s role is also to spot emerging issues in order to help brands future-proof their ability to communicate. The group heard from ebiquity to get insight into how kids are served ads online, realEyes on evolving market research techniques and the secretariat helped professionals understand the implications of marketing platforms such as Snapchat, EvanTube, AR & VR and connected toys.
For more information, visit the WFA website or contact Rebecka.
In parallel, the group has taken the lead in promoting initiatives which seek to ensure that commercial communications reflect societal concerns about children, such as the Eu Pledge, which limits the impact on children of certain food marketing, and Media Smart, which aims to equip children with the skills to be discerning when faced with brand communications.
The group has also been sensitive to ensuring that members are respecting fast-changing societal expectations around privacy.on data collection, RAC engaged academics working on research commissioned by policy-makers and Insafe, a European network promoting safer and better usage of the internet.
UNICEF has been prioritising the issue of marketing and how brands should seek to ensure that they protect and safeguard children’s rights. UNICEF’s focus is on food marketing, digital marketing and privacy issues and identifying what kind of brand presence would be legitimate in schools. RAC is in the process of facilitating an ongoing exchange with a view to driving consensus on best practice in these areas.
RAC’s role is also to spot emerging issues in order to help brands future-proof their ability to communicate. The group heard from ebiquity to get insight into how kids are served ads online, realEyes on evolving market research techniques and the secretariat helped professionals understand the implications of marketing platforms such as Snapchat, EvanTube, AR & VR and connected toys.
For more information, visit the WFA website or contact Rebecka.
Article details
-
WFA
Opinions
1 January 2017