Weetabix drops child ambassadors

By Gemma Charles, marketingmagazine.co.uk, Tuesday, 11 October 2011 08:00AM

Weetabix will no longer use child brand ambassadors following the release of guidelines outlawing the practice.

Weetabix: dropping child ambassador activity

The brand courted controversy this year by hiring seven-year-old twin boys to promote its products. Weetabix marketing director Sally Abbott told Marketing the brand had ‘no plans’ to repeat the activity.

In its response to the Bailey Review into the commercialisation of childhood, the
Advertising Association (AA) has persuaded several companies not to use people under the age of 16 ‘to actively promote brands’. The AA’s progress was presented to Prime Minister David Cameron earlier this week.

This article was first published on marketingmagazine.co.uk

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