Two years ago today I gave a speech to NSPCC, calling for websites marketing to children to be classed as advertising and so subject to the rules of the Committee on Advertising Practice, and the Advertising Standards Authority.
So much marketing had moved online that there is a need for the rules to catch up.
I then wrote an open letter to the Advertising Association, naming Disney, Lego, Barbie and Bratz as sites that were breaking basic rules, such as not encouraging pester power. The Advertising Association, rather appropriately perhaps, got into childish strop and said that this kind of letter wasn’t fair.
It is uplifting news then that this change has now been introduced and will come into force on March 1st 2011.
Simple and sensible.