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

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


You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs