The UK advertising watchdog has appointed Reg Bailey, who led the government’s review into the commercialisation and sexualisation of childhood, to the council that decides whether to ban advertisements.
Bailey, the former chief executive of the Mothers’ Union, will join the Advertising Standards Authority’s council of 13 members.
The council is the “jury” that decides on whether advertisements that have received complaints have breached the UK advertising code.
“Having direct and indirect experience of the ASA throughout my career, both as a marketer and a campaigner for children’s rights, I’ve admired its commitment to and effectiveness in tackling misleading, harmful or irresponsible advertising,” said Bailey.
“It is fleet of foot in responding to social concerns about ads but, crucially, applies a common sense proportionate approach in making its judgments. I’m looking forward to contributing to the diverse and important work it carries out.”
Given Bailey’s background, his 2011 government report proved highly influential in pushing the UK ad industry to toughen self-regulatory marketing practices, he is likely to come with a tough view on the code relating to harm and offence and social responsibility.
“One of our priorities is to protect children from inappropriate content, ensuring that the ads they see and hear are responsible,” said the ASA chairman, Chris Smith. “Reg’s background in marketing allied with his expertise on children’s wellbeing and issues that impact on young people will further enhance Council’s discussions in this area.”
