Beaufort helps ASA listen to parents’ and young people’s concerns

The Advertising Standards Authority's ongoing commitment to protect young people from inappropriate or misleading ads has been enhanced by listening to parents’ views and concerns.

The ASA’s report Advertising and young people, written by Beaufort, details the findings of its engagement activity with parents, as well as school children, in Cardiff earlier this year. A series of focus groups and workshops gave our client the opportunity to hear first hand what parents and young people think about advertising, particularly with regards to the potential for moral harm to young people.

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This activity is helping ensure parents and young people have a voice that the ASA can listen to as part of its decision making. It also provided the client with the opportunity to tell the public what the ASA does and hear what they think about its work, with ASA Chairman Lord Smith taking part in one of the workshops. According to the client, the feedback received was invaluable and is part of an ongoing process that helps the ASA keep pace with public opinion.

 

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