Rules and guidelines for promotions aimed at minors

1. PROMOSFERA SRL - Via G. Giusti 65/A, 21019 – Somma Lombardo (VA) - Tel./Fax 0331 252144 - VAT No. 02250050024
KIDS PROMOTIONS
REGULATORY ASPECTS
Rules and guidelines
for promotions aimed at minors

2. PROMOSFERA Srl – www.Promosfera.it- Tel +39 (0)331 252144
• CONTEXT
• REGULATORY ASPECTS
• UN Convention
• Community regulations
• CEO Coalition
• International code
• ABOUT US

3. PROMOSFERA Srl – www.Promosfera.it- Tel +39 (0)331 252144
CONTEXT
KIDS
HIGH-VALUE MARKET for
companies
PROMOTIONS?
EYE ON THE REGULATIONS

4. PROMOSFERA Srl – www.Promosfera.it- Tel +39 (0)331 252144
A LOOK AT THE LEGISLATION
➢ International legislation:
o UN Convention on the Rights of the Child
➢ European and Community legislation:
o European Convention on Human Rights
o Directive on Audiovisual Media Services
o CEO Coalition to make the Internet a Better Place for
Kids
➢ Self-regulation:
o International code of fair practices in advertising of
the International Chamber of Commerce

5. PROMOSFERA Srl – www.Promosfera.it- Tel +39 (0)331 252144
(Art. 3) - “the best interests of the child shall be a primary consideration”
(Art. 5) “State Parties shall respect the responsibilities, rights and duties of
parents [...] to provide, in a manner consistent with the evolving capacities of
the child, appropriate direction and guidance in the exercise by the child of
the rights recognized in the present Convention.”
The right of children to express themselves and to acquire
information, with the guidance of parents, is recognised.
But at the same time, children should be protected from
inappropriate communications and advertising.
INTERNATIONAL REGULATIONS
UN CONVENTION ON THE RIGHTS OF THE CHILD

6. PROMOSFERA Srl – www.Promosfera.it- Tel +39 (0)331 252144
Art. 10
Right to the freedom of expression, opinion and
information.
Restriction of this freedom for:
- the protection of health or morals,
- preventing the disclosure of confidential
information,
- maintaining the impartiality of the judiciary.
EUROPEAN AND COMMUNITY REGULATIONS
EUROPEAN CONVENTION ON HUMAN RIGHTS

7. PROMOSFERA Srl – www.Promosfera.it- Tel +39 (0)331 252144
EUROPEAN AND COMMUNITY REGULATIONS
DIRECTIVE ON AUDIOVISUAL MEDIA SERVICES(Directive 2010/13/EU)
ART. [sic]
47
TO PROMOTE “MEDIA LITERACY”
Protect themselves and their families
from harmful or offensive material
RULES PROTECTING THE PHYSICAL, MENTAL
AND MORAL DEVELOPMENT OF MINORS
Protection from the presence of harmful content in audiovisual
media services including commercial communications
ART. [sic]
59

8. PROMOSFERA Srl – www.Promosfera.it- Tel +39 (0)331 252144
Primary objectives of the Coalition:
1. Tools for reporting content harmful to young people,
2. Age-appropriate privacy settings,
3. Wider range of options for parental control
4. To monitor browsing age on the internet,
5. Tools for the removal from the internet of child pornography
material.
There are established principles and guidelines to be used at
Community level for each of these 5 objectives
EUROPEAN AND COMMUNITY REGULATIONS
CEO COALITION TO MAKE THE INTERNET A BETTER PLACE
FOR KIDS

9. PROMOSFERA Srl – www.Promosfera.it- Tel +39 (0)331 252144
Rules applicable to all advertising communications addressed to children:
➢ The advertising must not set negative examples;
➢ Products unsuitable for minors must not be advertised in media
intended specifically for them
➢ Advertising for children and minors must not be placed in media
whose editorial content is unsuitable for them;
SELF-REGULATION RULES
INTERNATIONAL CODE OF FAIR PRACTICES IN ADVERTISING OF
THE INTERNATIONAL CHAMBER OF COMMERCE
➢ Advertising must not take advantage of children’s inexperience or
naiveté.
➢ ...nor be aimed directly at children with messages that undermine
the authority, responsibility or judgement of parents

10. PROMOSFERA Srl www.Promosfera.it-
Legal
Microsites & POP Winners management
Prizes
ABOUT US
We are an agency specialised in international prize promotions.
We operate in over 40 countries within and outside Europe, supporting
businesses and agencies in all strategic and operational aspects of
promotions

11. Email: info@promosfera.it - www.promosfera.it
PROMOSFERA Srl – www.Promosfera.it- Tel +39 (0)331 252144
Hvala!

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Promosfera
Promosferawww.promosfera.it
Sonia Travaglini
info@promosfera.it
PROMOSFERA SRL - Via G. Giusti 65/A, 21019 – Somma Lombardo (VA) – Tel. +39 (0) 331 252144
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