Magazine article Marketing

Editor's Comment: Biased Data Won't Protect Kids

Magazine article Marketing

Editor's Comment: Biased Data Won't Protect Kids

Article excerpt

The Incorporated Society of British Advertisers' (ISBA) response to the Department for Education's (DfE) online survey (page 7) into pester power, sexualisation of advertising and marketing aimed at children, is, understandably, one of outrage.

However, perhaps ISBA is not outraged enough. This is a tawdry piece of work, and as any market researcher worth their salt will tell you, certain to produce a biased sample and therefore an unreliable result.

That there are issues around the whole business of marketing to children is not in doubt, as the proliferation of surveys and studies in recent years clearly indicates. Yet this is not the way in which to gather evidence on the issue.

No matter how flawed the methodology or dubious the result, the findings of the survey will be used as yet another stick with which to beat advertisers.

For politicians it is an easy win. No MP or government minister incurs the wrath of his or her constituents for criticising advertising to children. …

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