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.