According to recent work by Millward Brown and the Keller Fay Group 76% of us do not believe that advertising tells the truth but 68% of us trust our peers.  It’s not surprising then that advertisers want to harness peer-to-peer marketing.

But should companies be allowed to pay children under 16 in cash or in kind to promote products to their friends?

The Committee of Advertising Practice (CAP) is currently conducting a review to help it decide if a ban on using children in this way as “Brand Ambassadors” should be part of its self-regulatory code.

Mumsnet have put a discussion thread on their website.  See what parents think.


Comments are closed.