The Committee of Advertising Practice (CAP) has announced a review into the use of children as brand ambassadors and in peer-to-peer marketing. CAP is committed to taking seriously the concerns of parents and the protection of children which sits at the heart of the UK Advertising Codes.

The review comes in response to a recommendation made in the Bailey Review of the sexualisation and commercialisation of childhood. The review recommended that CAP and other advertising and marketing bodies should explore whether the advertising self-regulatory codes should prohibit the employment of children under the age of 16 as brand ambassadors or in peer-to-peer marketing – where people are paid, or paid in kind, to promote products, brands or services.

The industry has already announced a signatory pledge to cease the practice. However, CAP proposes to consider thoroughly the relevant facts and evidence around this issue, including reviewing the success of the pledge to establish whether a change to the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing is necessary. If, after reviewing the evidence, CAP concludes a change to the Code is potentially merited, it will carry out a full public consultation.

For further information read CAP’s statement in full

Read the Advertising Association’s pledge


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