Advertising lobbyists are carrying out research to thwart Sweden’s
attempts to extend its ban on TV advertising to children across the
The report, to be published next month, aims to expose Swedish thinking
as out of touch and without widespread support.
At the same time, Britain’s Advertising Association is calling a
conference of interested parties from across Europe - to be held in
London in November - to find out if a widely agreed set of rules could
The initiatives are part of a major campaign by advertisers, media
owners and agencies, exclusively revealed by Campaign (5 February), to
fend off Sweden’s plans to crack down on children’s advertising when it
takes over the European Union presidency in January 2001.
Plans for the so-called Children’s Programme were agreed at a meeting
last week between representatives of the food advertisers, TV companies
and ad agencies which together fund the AA’s Food Advertising Unit, as
well as the World Federation of Advertisers and John Hooper, the
director-general of the Incorporated Society of British Advertisers.
Lionel Stanbrook, the AA’s deputy director-general, said: ’Sweden is the
only country in Europe which bans TV advertising to children. Instead of
Sweden setting the agenda, it should be the other way round.’
At present, the initiative is confined to the members of the Advertising
Information Group, whose leading members are the AA and its equivalent
organisations in Germany and Holland. But Stanbrook said the intention
was to extend the initiative to all major European markets.