It may be only October but mince pies in the shops and those garish reindeer lights in your neighbour’s front garden can only mean one thing; Christmas is just around the corner. As the season of toy advertising reaches its peak, you must (along with the ghosts of Christmases past, present and future) remember both the rules and the “spirit” of the CAP and BCAP Codes. Here are some simple points to remember to make sure you stay on our good list.

There are specific rules in the Advertising Codes that are intended to protect under 16s from being misled, exploited or harmed. Advertisers must take care to ensure their ads are not seen to encourage or glamourise dangerous, unsafe or socially undesirable behaviour. The ASA has, for example, upheld a complaint about a catalogue advert for a “Fire Station” play tent that showed an image of children putting out a real fire. Another ad, this time an in-game ad for an energy drink, was held to be irresponsible because it showed a teenager “surfing” down an escalator and behind a moving underground train. When planning your campaigns you should try to gauge the likelihood of children emulating the activity shown. For example, if you plan to present activities such as cycling or skating, remember to include all the proper safety equipment.

The way children perceive and react to ads is influenced by the age and experience of the child and the context in which the message is delivered. Marketing communications that feature or are directly targeted at children must not exploit their credulity, loyalty, vulnerability or lack of experience by making them feel inferior for not buying (or encouraging others to buy) the advertised product.

It follows that you must not put emotional pressure on children to buy or ask for products (the “pester power” effect) although you are, of course, free to present your products in an attractive way. The ASA has previously upheld a complaint about a TV ad that was considered to breach the BCAP Code because it encouraged children to ask their parents to collect cards for the chance to win a holiday.

When presenting your product, you should make it easy for children to grasp its main characteristics. This includes making sure that the language used is suitable for the target audience. You must, of course, also ensure that your ads are not likely to mislead. If products in a collection must be purchased separately as individual items, this should be made clear. Claims that exaggerate or misrepresent the features of the product, such as in this case, when the ASA considered a TV ad exaggerated the degree to which a doll’s hair could be altered, are likely to be considered a problem under the Codes.

And finally, when advertising toys on television, remember to include a statement of price (or an approximate price) if the product costs £30 or more.

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