The use of children in peer-to-peer marketing and as brand ambassadors

The Committee of Advertising Practice (CAP) recently published a new help note for marketers to ensure that the use of children in peer-to-peer marketing and as brand ambassadors is undertaken responsibly and in accordance with the rules in the CAP Code. The help note acknowledges the use of social media by marketers to allow consumers, in particular children, to endorse a product in return for a virtual benefit, such as access to exclusive content and promotions.

Obviously, in addition to physical marketing material, the CAP Code will also apply to advertisements in non-broadcast electronic media, including material on your website and on third party websites that you advertise on, including social media sites, such as on a Facebook page…

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