Kids researchers and marketers told to put themselves in Check

‘Check’ – the Children’s Ethical Communications Kit – is designed to provide easy access to all the rules companies need to be aware of when researching or marketing to kids.

Geoff Gosling, chairman of the Market Research Society’s (MRS) Standards Board, said: “We have been involved in developing the website by supplying our recently updated, and toughened, MRS code rules on children’s research.

“To complement the new rules MRS has also issued new best-practice guidelines on conducting research with children, which are currently out for consultation with the sector.”

Culture minister Ed Vaizey welcomed the launch of the website, saying the government “fully supports this important work”.

“Childhood should be free of excessive commercialisation and inappropriate content,” said Vaizey. “Fortunately the UK advertising industry has a good track record in taking its responsibilities seriously, and this industry-led initiative is further evidence of that.”

Marketing to children is one of the key issues being looked at by the government’s childhood and families task force. Launching the task force in June, Deputy Prime Minister Nick Clegg said: “We are committed to cracking down on irresponsible advertising and marketing… If we are really going to restore and protect the innocence of childhood, action here is absolutely key.”