The struggle to stave off a Europe-wide clampdown on advertising to
children is being bolstered by the appointment of a senior executive to
co-ordinate the campaign.
Maryke Lefebvre, who currently works in Paris for the French Federation
of Toy and Childcare Manufacturers and is the former secretary general
of the European Outdoor Advertising Association, takes on the role of
European affairs assistant to the Advertising Association.
Lefebvre will co-ordinate the industry’s lobbying effort - known as the
Childen’s Programme - and help it to defend itself more effectively from
attacks. She will be based at the AA’s headquarters in London.
The industry fears that the Swedish government’s attempt to extend its
ban on TV advertising to children across the EU could have far-reaching
There are concerns that there could be calls for children to be banned
from appearing in ads, for curbs on financial advertising aimed at young
people and for limitations on posters near schools.
Lionel Stanbrook, the AA’s deputy director general, said: ’There are
real threats to particular industries which may not yet see it.’
Lefebvre will take on some of the European responsibilities previously
carried out by Stanbrook whose workload has increased since Andrew
Brown, the AA’s director general, took on the chairmanship of the
Committee of Advertising Practice.
’Europe is so important for us that we need to put more organisation and
administrative expertise behind our activities there,’ Stanbrook
’Our opponents are co-operating at European level and we must do the