kids promotions - regulatory aspects

PROMOSFERA SRL - Via G. Giusti 65/A, 21019 – Somma Lombardo (VA) - Tel./Fax 0331 252144 - VAT No. 02250050024

KIDS PROMOTIONSREGULATORY ASPECTS

Rules and guidelines for promotions aimed at minors

PROMOSFERA Srl – www.Promosfera.it- Tel +39 (0)331 252144

• CONTEXT

• REGULATORY ASPECTS

• UN Convention

• Community regulations

• CEO Coalition

• International code

• ABOUT US


CONTEXT

KIDSHIGH-VALUE MARKET for

companies

PROMOTIONS?

EYE ON THE REGULATIONS


A LOOK AT THE LEGISLATION

➢ International legislation:o UN Convention on the Rights of the Child

➢ European and Community legislation: o European Convention on Human Rightso Directive on Audiovisual Media Serviceso CEO Coalition to make the Internet a Better Place for

Kids

➢ Self-regulation:o International code of fair practices in advertising of

the International Chamber of Commerce


(Art. 3) - “the best interests of the child shall be a primary consideration”

(Art. 5) “State Parties shall respect the responsibilities, rights and duties of parents [...] to provide, in a manner consistent with the evolving capacities of the child, appropriate direction and guidance in the exercise by the child of

the rights recognized in the present Convention.”

The right of children to express themselves and to acquire information, with the guidance of parents, is recognised. But at the same time, children should be protected from

inappropriate communications and advertising.

INTERNATIONAL REGULATIONSUN CONVENTION ON THE RIGHTS OF THE CHILD


Art. 10 Right to the freedom of expression, opinion and information.

Restriction of this freedom for:- the protection of health or morals, - preventing the disclosure of confidential

information, - maintaining the impartiality of the judiciary.

EUROPEAN AND COMMUNITY REGULATIONSEUROPEAN CONVENTION ON HUMAN RIGHTS


EUROPEAN AND COMMUNITY REGULATIONSDIRECTIVE ON AUDIOVISUAL MEDIA SERVICES(Directive 2010/13/EU)

ART. [sic] 47

TO PROMOTE “MEDIA LITERACY”

Protect themselves and their families from harmful or offensive material

RULES PROTECTING THE PHYSICAL, MENTAL AND MORAL DEVELOPMENT OF MINORS

Protection from the presence of harmful content in audiovisual media services including commercial communications

ART. [sic] 59


Primary objectives of the Coalition:

1. Tools for reporting content harmful to young people,

2. Age-appropriate privacy settings,

3. Wider range of options for parental control

4. To monitor browsing age on the internet,

5. Tools for the removal from the internet of child pornography

material.

There are established principles and guidelines to be used at Community level for each of these 5 objectives

EUROPEAN AND COMMUNITY REGULATIONSCEO COALITION TO MAKE THE INTERNET A BETTER PLACE FOR KIDS


Rules applicable to all advertising communications addressed to children:

➢ The advertising must not set negative examples;➢ Products unsuitable for minors must not be advertised in media

intended specifically for them ➢ Advertising for children and minors must not be placed in media

whose editorial content is unsuitable for them;

SELF-REGULATION RULES INTERNATIONAL CODE OF FAIR PRACTICES IN ADVERTISING OF THE INTERNATIONAL CHAMBER OF COMMERCE

➢ Advertising must not take advantage of children’s inexperience or naiveté.

➢ ...nor be aimed directly at children with messages that undermine the authority, responsibility or judgement of parents

PROMOSFERA Srl www.Promosfera.it-

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ABOUT USWe are an agency specialised in international prize promotions.We operate in over 40 countries within and outside Europe, supporting businesses and agencies in all strategic and operational aspects of promotions

Email: [email protected] - www.promosfera.it


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kids promotions - regulatory aspects

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