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Ad industry gangs up on Chartered Institute of Marketing over ‘misleading’ research

An amusing industry spat has broken out between the Chartered Institute of Marketing and just about everyone else over the way the industry has been handling the vexed issue of marketing to children.

One year into the Bailey era, the CIM has released research that apparently shows 85% of parents are unaware of the Government-sponsored and industry-sanctioned ParentPort website – a forum that enables parents to vent their spleen at the way marketers have been commercialising and sexualising childhood. This, from one of its own, is an unforgivable undercut to the belly of the industry, which claims to have made Stakhanovite progress in grappling with an issue in which David Cameron has taken a close personal interest.

The result has been uproar, with other industry bodies jostling to put the boot into the CIM research.

First to weigh in with apoplectic energy was the Incorporated Society of British Advertisers (ISBA), the principal trade body for clients.

The rebuke from ISBA’s director of public affairs Ian Twinn (pictured) was masterly in its use of cutting irony: “ISBA is an active supporter of the industry pledge on the use of peer-to-peer marketing, along with many leading advertisers and media, but sadly the CIM remained aloof from the collective efforts of the wider industry.” Which was very silly of it, because now it’s going to enjoy zero support for its views.

Next up, and in similarly sarcastic frame of mind, is the Advertising Association, which represents clients, agencies and media. This week’s newsletter thunders:

“Thank goodness that advertising think-tank Credos has already done some far more thorough work on the same topic. Are advertising and marketing of concern to parents? Yes. But are they the biggest concern? Not by a very long shot. Are parents less concerned when rules and real life ads are explained in context? Yes they are. Should advertising respond? You bet – and we have. Ask (former AA chairman) Mark Lund.”

Industry regulator the Advertising Standards Authority has confined itself to a more diplomatic rebuke: “The work that regulators, including the ASA, continue to undertake in responding positively to the recommendations in the Bailey review (Letting Children Be Children) has been welcomed by government as well as family and parenting groups.” Subtext: ‘So what in God’s name do you people over at CIM think you are playing at?’

I’m beginning to feel sorry for David Thorp, CIM’s director of research. Just trying to help, eh, David?

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advertising association asa Chartered Institute of Marketing David Cameron David Thorp Ian Twinn isba Letting Children Be Children Mark Lund Reg Bailey The Bailey Report

About Stuart Smith

Stuart Smith is one of the most incisive and knowledgeable commentators on global marketing. He was a long-time editor of Marketing Week during the period when it was the UK's leading marketing, media and advertising specialist publication. Visit Stuart Smith Blog.
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