ASA welcomes Byron Review recommendations
28 March 2008
The Advertising Standards Authority has welcomed the publication of the Byron Review. The Review by Dr Tanya Byron, Safer Children in a Digital World, looked at the risks to children from exposure to potentially harmful or inappropriate material on the internet and in video games. Some of the recommendations made in the review focus on advertising practices online. The recommendations strongly reflect the ASA’s position and concerns in this area.
Specifically, the Review has recommended that:
• the advertising industry takes steps to future proof advertising regulation; tackling the regulatory challenges posed by emerging technologies, such as digital advertising, to ensure that the ASA’s remit is extended to cover them
• ongoing training be provided for advertisers so that they are fully aware of the requirements laid down in the Advertising Codes
• the industry works together so that advertisements for video games are appropriately targeted and the content is suitable for the audience based on the age classification of the game
• advertising guidance notes, or specific code clauses, are produced for advertising of video games.
Many of Dr Byron’s recommendations are already being addressed by the Committee of Advertising Practice (CAP), the Broadcast Committee of Advertising Practice (BCAP) as well as the advertising industry. A future proofing project led by the Advertising Association is underway, CAP and BCAP provide regular training seminars for advertisers and a Code Review, which will take account of the Byron Review recommendations, is ongoing.
Beyond this, her recommendations are being taken into account to help inform future work undertaken by CAP, BCAP and the ASA in this area. Of particular note is the confidence that Dr Byron has in the effectiveness of advertising self-regulation in protecting children, she stated: “I have been impressed by the efforts that have been made to deliver responsible advertising to children through the ASA and the wider self-regulatory approaches.”
Byron Review