Page 9 - CTPA Annual Report 2011

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Although our industry does need to be careful about some of its
imagery and where it is used, this is not really a problem for our
sector. In December, the advertising industry’s research arm,
Credos, issued its report into the extent of any problems with
the body image/confidence of young women, the part played
by advertising and potential solutions. Again, this did not see the
cosmetics industry as a major part of the problem. Rather, our
industry is viewed widely as not underestimating the level of
concern about these matters but is actively engaged with those
expressing concern. The cosmetics industry wants to be a partner
in understanding this very complex social problem, doing what is
appropriate to help provide solutions based on facts and data.
Earlier in the year, CTPA had been developing guidance on the
‘Use of production techniques in cosmetic advertising’ with the
support of the ASA and its Committees on Advertising Practice
(CAP & BCAP). The use of air-brushing has caused a problem in
cosmetics advertising, with some confusion about what was
allowed and what would be considered misleading. The guidance
sought to address this without stifling innovation in cosmetics
advertising. CAP & BCAP formally adopted and published this
guidance in April 2011.
Media Smart is an initiative that aims to encourage an informed
approach to understanding advertising images from a young age.
It does this by providing materials and lesson plans for teachers
in primary schools. CTPA co-funded Media Smart’s new module
on Body Confidence and provided expert advice on content.
Launched in October, CTPA is monitoring feedback.
In relation to her campaign on air-brushing, the CTPA also
invited Jo Swinson MP to contribute an article to a special
edition of the CTPA members’ newsletter on the topic of
body confidence. We secured additional contributions from
ASA, Credos, the Institute for Public Policy Research,
Lucy Beresford, a key speaker at our media panel and
Lynne Featherstone. Following publication, feedback from the
contributors has been overwhelmingly positive, with many
describing it as a real step-change in CTPA’s communications.
To ensure that there was senior level co-ordination amongst
members and the CTPA with regards to strategy on responsible
advertising practices, we set up our own Responsible Advertising
Working Group. Its first meeting was held in September.