Swedes urged to re-think advert policy

Date: 22/02/01

By Peter Chapman

THE Swedish presidency is being urged by advertising chiefs to re-think its plans for a ban on advertisements aimed at children.

Culture Minister Marita Ulvskog told a Stockholm conference last week that children were a "special group of society in need of special care and attention" and called for barriers against harmful content.

She insisted that Sweden would press for further discussions on the issue at the Council of Ministers next month.

The advertising industry was quick to respond. Andrew Brown, director-general of the UK Advertising Association, said there was no evidence showing a need for binding legislation or a ban.

"Children are not the naïve, gullible and exploited sector of society, who can be isolated from the commercial pressures of the real world, that those who believe in bans suggest," he said.

Sweden and Greece already have bans on advertising aimed at children. Denmark, Ireland and Flemish regions of Belgium are said to support further restrictions. The UK, Germany and France support the status quo.

The Swedish presidency is being urged by advertising chiefs to re-think its plans for a ban on advertisements aimed at children.