1. An Overview of Advertising to Children in Europe (incl. the UK!) Brinsley Dresden Head of Media, Brands & Technology Lewis Silkin LLP ANA Law Conference 17 th /18 th January 2007

2. Insert Your Company Logo Here Fundamental Principles TV Ads to be recognisable and separate No direct appeal to buy which exploits inexperience or credulity No encouragement of pester power No exploitation of relationships of trust No depiction in dangerous situations Chapter IV of TVWF Directive

3. Insert Your Company Logo Here Key Principles of Regulation “Legal, decent, honest and truthful” No exploitation of credulity etc. –exaggeration; expense; No exploitation of disloyalty or inferiority No direct exhortations or pester power No encouragement of poor diet or oral hygiene Consistency between UK Codes

4. Insert Your Company Logo Here Key Principles of Regulation No exaggeration of chances of winning Nothing resulting in physical, mental or moral harm –e.g. creative treatments: dangerous articles; strangers; over-eating; dangerous play Merchandise re characters: 2 hour rule Performers/Characters - Appeal to U18’s Consistency between UK Codes

5. Insert Your Company Logo Here Special Cases Alcohol: people and treatments which may appeal to under 18’s; Toys: Special emphasis re exaggeration of performance Prices: No TVC’ for expensive toys Food: Ban on HFSS food and drink TVC’s around programmes of particular appeal to under 16’s

6. Issues & Case Studies Distasteful Depiction of Children

7. Insert Your Company Logo Here Barnardo’s - UK 2003

8. Insert Your Company Logo Here Armani – UK 2004

9. Insert Your Company Logo Here Original Source – UK 2006

10. Issues & Case Studies Encouraging Unsafe Conduct

11. Insert Your Company Logo Here Tango – UK 2005

12. Insert Your Company Logo Here Fidorka – Czech Republic

13. Issues & Case Studies Problems of Race and Gender

14. Insert Your Company Logo Here Save the Children – UK 2006

15. Insert Your Company Logo Here McDonald’s - Sweden

16. Issues & Case Studies Encouraging inappropriate conduct

17. Insert Your Company Logo Here KFC Zinger – June 2005

18. Insert Your Company Logo Here National Lottery – Ireland 2003

19. Insert Your Company Logo Here National Lottery – UK 2006

20. Issues & Case Studies Misleading Advertising

21. Insert Your Company Logo Here Crazy Frog – UK 2005

22. Issues & Case Studies Food Advertising

23. Insert Your Company Logo Here Sunny D - Ireland

24. Insert Your Company Logo Here Coca Cola Christmas Party

26. An Overview of Advertising to Children in Europe (incl. the UK!) Brinsley Dresden Head of Media, Brands & Technology Lewis Silkin LLP ANA Law Conference 17 th /18 th January 2007