Parents are ready to ‘punish’ companies they feel are marketing to
their children in an irresponsible way, according to research by
Business in the Community.
Bitc says a survey of 1000 UK consumers showed that almost three in
four parents with 6-10 year olds are concerned about marketing aimed at
children, with around three in five believing that any marketing to
children is ‘inappropriate and unethical’.
More than three-quarters of those voicing concern also said they would
feel less favourably towards a brand or product that was not marketed
appropriately. Four out of five would be less likely to continue using
it. They were particularly hostile to direct targeting of children
through text messaging, website pop-up ads and other media.
The research is one of the first outcomes of Bitc’s Marketplace
Taskforce set up earlier this year to develop good practice principles
for responsible marketing (EP6, issue 10, p1) . The taskforce is
chaired by Mike Clasper, BAA chief executive.
