Tories threaten new advertising curbs

LONDON - The Conservative Party is to issue a final warning to advertisers that it would legislate to ban the use of sexual and violent images in ads aimed at children.

Cameron: Tory leader calls for more restraint
Cameron: Tory leader calls for more restraint

David Cameron will warn in a green paper on family policy next month that a Tory Government would intervene if advertisers fail to stop "premature sexualisation" and "excessive commercialisation".

The threat is a departure from the Tories' stance of seeking voluntary "responsibility deals" by business. One Tory aide said:  "We don't want to legislate but we will do so if advertisers don't put their own house in order."

Cameron has asked his Shadow Cabinet to consider all options to prevent ads exploiting children and called on the market and advertisers to show "much more restraint in the way they operate". 

In a separate green paper, published on Wednesday, the Tories pledged to extend curbs on junk-food ads aimed at children to all media to ensure the internet and mobile phones are covered, but ruled out a total ban.

The document said: "We would like to see the development of a self-regulatory code by food businesses extending their current commitments to restrict advertising to children across all media, together with an agreed form of robust evaluation to publicly demonstrate that the code is being complied with."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).