Contrary to what public opinion usually thinks, TV programmes and movie affect kids much worse than advertisements, Lindsay Mouat, CEO of the Association of NZ Advertisers, pointed out in the latest FGC Leaders Series video.
Speaking of the advertising codes for children, Mouat emphasised that young people are constantly exposed to negative messages that have nothing to do with advertising junk food or alcohol.
“The advertising industry takes steps to be responsible, that’s a given, but at the end of the day there are a whole lot of other things going on in the world,” he said. “We have to look at where responsibility falls, and ultimately for children that responsibility fundamentally lies with parents.”
Codes, however, must be updated to adapt to current needs, given that the media have changed extensively since the codes were last reviewed in 2008.
“The way young people consume media today is vastly different. On the other hand, community standards move over time. It’s important to actually take a step back and say; is it fit for purpose?”