Since 1996, the Responsible Advertising and Children Programme (RAC) has brought together advertisers, agencies and the media at an international and European level to anticipate and understand societal and parental aspirations regarding responsible marketing communications and children. RAC brings together almost a thousand people globally with an interest and stake in the issue of marketing and children. The network is almost 400 strong in Europe, over 150 of whom come to our quarterly meetings in Brussels every year to address the issues of highest priority to brand owners.

RAC’s vision is to provide global leadership by championing good practices in marketing communications to children. This exercise is shaped by a continuous dialogue and engagement with policy-makers, society and parents.

RAC keeps members up to speed with latest developments, engages with policy-makers and other stakeholders on priority issues, identifies emerging trends and concerns, draws up potential industry and company solutions, monitors member activities helping them steer clear of potential problems and drives “beyond compliance” programmes which help to future-proof companies’ ability to connect with younger consumers.

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