Bullimore lambasts Sweden’s ban on ads for children

The battle to safeguard the right to advertise to children will be a major theme of the Incorporated Society of British Advertisers’ annual conference, held at the Sheraton Park Lane Hotel this week.

The battle to safeguard the right to advertise to children will be

a major theme of the Incorporated Society of British Advertisers’ annual

conference, held at the Sheraton Park Lane Hotel this week.



Simon Bullimore, a former president of ISBA, will lead the resistance to

moves by the Greeks and Swedes within the European Commission to

introduce strict controls on advertising to children across Europe. In

his address, Bullimore will warn delegates that the issue is critical to

all advertisers, not just the ones in the immediate firing line such as

soft drinks, toys and confectionery manufacturers.



Bullimore said: ’The calls for restrictions are not supported by any

research at all, but by a vague feeling that children need to be

protected. If the argument is one of ethics and morality, the logic

applies across the board.’



He cited the Swedish Minister of Culture as arguing that it was ’morally

wrong to get to parents’ wallets through their children’. He added: ’If

this is wrong in the case of toys or sweets, then why not for shoes,

clothes, music or even cars? It is critical that the industry as a whole

should stand and defend these issues.’



The advertising industry is currently lobbying in both Brussels and

Westminster to prevent the bans that already exist in certain EU member

countries being extended across the continent.



Sweden, which assumes the EU presidency in 2001, has declared its intent

to use that position to introduce extensive restrictions on advertising

to children.



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