The Advertising Standards Authority for Ireland (ASAI), today said that it is reminding advertisers of its requirements when creating ads, that include children that are set in an agricultural setting.
The group issued a statement ahead of Farm Stafety week, which commences on Monday 15 July, 2019.
The organisation, which is the independent self-regulatory body committed to promoting the highest standards of marketing communications in Ireland said that it 'is particularly keen to highlight what advertisers need to be aware of when featuring children in adverts that have an agricultural focus'.
“While we are not a safety organisation, our Code contains rules related to safety," highlighted Orla Twomey, chief executive of the ASAI.
"Advertisers have a special responsibility around the inclusion of children in marketing communications, including ads that take place in an agricultural setting."
Safety First
The group also said that marketing communications shouldn’t encourage or condone dangerous behaviour or unsafe practices as well as additional rules that are specific to children.
"Advertisers should be aware of safe distances between children and machinery depicted in ads, as well as the appropriate safety around animals, and other various safety protocols. Essentially, advertisers should not show behaviour that if imitated, could result in a child being hurt.”
It requires advertisers to be mindful that children may imitate what they see in marketing communications, and given that, they should not be encouraged, whether directly or indirectly, to copy any practice that might be unsafe. Full details on relevant aspects of the Code are outlined at the end of this document.
The ASAI’s Code of Standards for Advertising and Marketing Communications states that marketing communications should be prepared with a sense of responsibility to consumers and to society.
Further information is available here.
© 2019 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click sign-up to subscribe to Checkout.
