Nicosia, Cyprus. The radio and television authority has urged broadcasters to avoid using children in advertisements for mobile phone providers following a public complaint about a campaign featuring children’s voices singing and asking for mobile phones. It said the recommendation is intended to keep advertising practices aligned with standards for the protection of minors.
Guidance following complaint
In a statement issued on Thursday, the authority said children should not be used to promote products or services they are not expected to purchase themselves. It also said children should not be presented making comments about products or services for which they are unlikely to have the necessary knowledge or experience.
Focus on digital devices
The authority said that, given the growing debate around the impact of digital devices on young people, “the participation of children in advertisements for mobile phone providers or mobile devices or other electronic devices with screens should be avoided”.
It also advised that such advertisements should not be directed at children.
Protection of minors
The authority said the recommendation was aimed at ensuring advertising practices remain consistent with existing standards governing the protection of minors.
The statement also drew the attention of media organisations and advertisers to the regulatory framework designed to safeguard children from inappropriate commercial influence and to ensure advertising content is produced in a responsible manner.
