LETTERS: We can make moral decisions ourselves

I read with some dismay the story in PRWeek concerning the CIPR's move to draw up guidelines around junk food and computer game promotion to under-16s (News, 14 December 2007).

Having been the most senior PR person at Nickelodeon for more than four years and now running my own agency, with clients including Cartoon Network, this is a subject very close to my heart.

Everybody in this sector is aware of the issues facing the UK's kids but for the CIPR to draw up guidelines that may in some way restrict PR creativity is not the way to tackle this situation.

If our thinking is restricted by such guidelines, why should brands that are finding it increasingly difficult to talk to their target audience - kids - turn to us for creative solutions?

As professionals we know whether or not ideas are morally right and therefore executable.

I would hope that we also know when to say no to ideas that clearly do cross a moral line without the implementation of guidelines designed to help us.

Nick Southall, director, ENPR.

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