The marketing, advertising and promotion of goods to children and young people has always attracted controversy. But, as companies increasingly market their products through Digital Marketing techniques to take advantage of new online opportunities, they confront new risks. Already many governments and civic, service and social organizations around the world are seeking to regulate or limit, the volume and type of digital marketing available. Such efforts are aimed at protecting children from consumerism, health risks – for example, curbing rising rates of obesity – or to mitigate other forms of child exploitation.
There is increasing pressure on companies to devise and communicate clear policies on marketing activities that will then enable customers to become better-educated consumers and better informed citizens resulting in more informed and healthier lifestyle choices. To date, businesses have been wary of engaging in public debate in this area and concerned their work is misunderstood and misrepresented.
To address this issue, IBLF has identified the need to provide a trusted space for stakeholders. In 2008, IBLF developed a very successful Responsible Marketing Network in the UK involving senior marketing practitioners from major multinational companies, Ceo's of NGO's, leading academics and experts, as well as key government representatives. With the success of this program and interest from participants, IBLF decided to facilitate a responsible marketing network throughout 2009 and into 2010. The network looks at the ways digital tools and technologies can be used to encourage responsible digital marketing by educating consumers.
IBLF will convene a US- based Responsible Digital Marketing Meeting in New York this year.
There is increasing pressure on companies to devise and communicate clear policies on marketing activities that will then enable customers to become better-educated consumers and better informed citizens resulting in more informed and healthier lifestyle choices. To date, businesses have been wary of engaging in public debate in this area and concerned their work is misunderstood and misrepresented.
To address this issue, IBLF has identified the need to provide a trusted space for stakeholders. In 2008, IBLF developed a very successful Responsible Marketing Network in the UK involving senior marketing practitioners from major multinational companies, Ceo's of NGO's, leading academics and experts, as well as key government representatives. With the success of this program and interest from participants, IBLF decided to facilitate a responsible marketing network throughout 2009 and into 2010. The network looks at the ways digital tools and technologies can be used to encourage responsible digital marketing by educating consumers.
IBLF will convene a US- based Responsible Digital Marketing Meeting in New York this year.