• We recognise that the increasing levels of media exposure by children raise legitimate concerns amongst parents. We actively seek open, constructive and transparent dialogue with parents and other stakeholders.
  
• We will work with parents and schools to identify new and developing concerns and to maintain our high standards.
  
• We seek an informed debate through dialogue and through research to collect independent and objective data.
  
• We endorse and encourage the special care that is needed in communicating with children. This is reflected in responsible industry self-regulation.
  
• Children's advertising must be responsible and not exploit children's relative inexperience. It must recognise that children do not mature at the same rate and acquire consumer skills gradually. Children's advertising should therefore be designed for them and for their needs.
  
• The commercial communications industry recognises that all these challenges and responsibilities, as well as the opportunities offered by the Internet and the growing Information Society. We are committed to the Advertising Code of the ICC and more detailed national codes. Through self-regulation the codes are regularly revised and updated. They are enforced efficiently and independently.
  
• Our commitment to responsible advertising is local, European and global. Different societies have differing cultural expectations that advertisers wish both to respect and to reflect.

The European Rules

Advertising is strictly regulated across Europe. Articles 10-16 of the Television
Without Frontiers Directive sets out these rules for all Member States. Article 16 is dedicated to advertising to minors:

1. it shall not directly exhort minors to buy a product or a service by exploiting their inexperience or credulity;
   
2. it shall not directly encourage minors to persuade their parents or others to purchase the goods or services being advertised;
   
3. it shall not exploit the special trust minors place in parents, teachers or other persons;
   
4. it shall not unreasonably show minors in dangerous situations.

Self-Regulation and Codes

Responsible advertising to children is underpinned not only by regulatory measures (TV Directive and the Member States laws implementing the Directive), but also by self-regulatory systems and the International Chamber of Commerce [ICC] codes.
The commitment to self-regulatory Codes is a major factor in providing a high level of protection for all.

The ICC codes include specific provisions on advertising to children. National self-regulatory codes, based on the ICC codes, are established, policed and enforced by local self-regulatory organisations and industry in over 100 countries. The ICC and national codes are reviewed regularly to ensure that they remain relevant to local, cultural and consumer concerns and that they promote best practice.

In Europe, the European Advertising Standards Alliance (EASA) http://www.easa-alliance.org, is supported by industry and works in two ways. First it works to ensure that the independent self-regulatory bodies and the advertisers, agencies and media all work together to ensure the high standards expected of the industry and to run an effective system of cross border complaint resolution. Secondly, through EASA, we are developing and extending the implementation of best practices and codes to meet citizen's expectations of a responsible industry.

Media Literacy

It is crucial that children understand the media environment. The Oslo Challenge, issued by UNICEF in 1999 states that "the child/media relationship is an entry point into the wide and multifaceted world of children and their rights - to education, freedom of expression, play, identity, health, dignity and self-respect, protection - and that in every aspect of child rights, in every element of the life of a child, the relationship between children and the media plays a role."

Through advertising children are able to gain the skills and knowledge that they will need as consumers. In addition to our commitment to a continuing dialogue with consumer groups, regulators and policy makers and legislators we will continue to work with parents, educators to help develop the critical skills needed to be media literate.

We believe that educating children to understand the purpose and context of advertising is crucial. Initiatives like the UK 'Media Smart' programme (www.mediasmart.org.uk) play an important role in helping children develop the skills to critically interpret commercial communications in the context of their daily lives. The RAC promotes education as the key vehicle through which children may be better equipped to interact with the world of media.

Advertising and Television programming

Advertising revenue makes a significant contribution to the wide range of children's programming made in the EU. Put simply, advertising finances children's programming on free-to-air television. A study conducted by EGTA among 15 sales houses, representing 12 countries within the European Union, reveals that 94% of the net revenues coming from advertising aimed at children is reinvested in children's programmes (241 millions Euros). In the digital economy, there is no alternative regulatory method to ensure investment in original children's programming and in the acquisition of programme rights.

Conclusion

Not only does advertising help to guarantee quality children’s programming, it also aids competition in the wider economy and enhances consumer’s choices of goods and services. In return, advertisers are active and enthusiastic supporters of strong self-regulation ensuring that we meet the expectations of parents, regulators, and society at large. Education and self-regulation deliver effective and responsible advertising. As members of the RAC programme we are committed to responsible commercial communication for children of all ages. Advertising is a feature of the world in which our children live. We look forward to working with all key stakeholders to ensure the continuation of a wide range of locally made children’s programming; and to ensure the continuing improvement and development of the self regulatory framework so that it continues to address the legitimate concerns of parents and to help develop a European wide programme of media literacy.

21 February 2003