The Advertising Industry violates Child Rights; CRI

The Executive Director of Child Rights International CRI is calling on the Social Welfare, National Media Commission and other stakeholders to check the current violation of the rights of children especially in the advertising industry.

Bright Appiah says the use of children in advertisements without a clear cut policy framework from advertising and other companies, amount to neglect and the use of cheap labour. He was speaking in an interview with JOY NEWS in the Eastern Regional capital Koforidua after the launch of this year’s Easter School for Children.

Bright Appiah says stakeholders have so far neglected the basic policy that protects children. As a result of that, the advertising industry is using these children as cheap labour.

He says the attractive nature of children when they exhibit certain qualities in these adverts also borders on wither the current framework in the country allows the participation of children such extent.

He says that most of the adverts involving children are not necessarily contributing to the development of children, whereas the law also states that the interest of the child should be paramount in whatever activity they undertake.

However, the extent to which the advertising industry is using children without any proper definition in terms of the gains, purpose and the benefits to the child, amounts to violation of the rights of the child.

Bright Appiah adds that if action is not taken immediately, a lot more companies would use children in several endeavours with the notion that the laws of the land is loose since its been silent on the matter.

In Hollywood for instance he adds, although children are allowed to act in certain movies, parameters are set as to what extent these children can go backed with the signing of well defined contract with their parents and these children. Most of the proceeds also go into their education.

The central government also monitors all proceeds and ensures that services these children render really go into their development. The absence of this he says amounts to a violation of child rights.

Bright Appiah is therefore calling on the Social Welfare to come in quickly to resolve the issue. He adds that the National Media Commission and Commission on Human Rights and Administrative Justice (CHRAJ) could play important roles in resolving the issue, since the latter has a sole mandate in claiming certain care and maintenance orders for children.

He says there is the need for these companies to present their policies and contracts and to show what the benefits are in relation to the interest of children and other relevant issues.

The 2010 edition of the Easter School for Children which has been launched is expected to be held in Sunyani in the Brong-Ahafo Region form 17th to 22nd April. It hopes to bring together hundreds of students from first and second cycle institutions form all over the country to deliberate and find solutions to challenges affecting children in Ghana.

Benjamin Henaku Koforidua