Who we are
Brand owners, agencies and the media at a global level
Since 1996, the Responsible Advertising and Children (RAC) programme has brought together brand owners, agencies and the media at a global level to anticipate and understand societal and parental aspirations regarding responsible marketing communications and children.
Trust is critical to our industry, both to how we are perceived by society and how we communicate effectively with consumers. RAC’s role in helping build trust is to provide global leadership by championing good practices in marketing communications to children. This exercise is shaped by a continuous dialogue and engagement with policy-makers, society and consumers.
RAC keeps members up to speed with latest developments, engages with policy-makers and other stakeholders on priority issues, identifies emerging trends and concerns, draws up potential industry and company solutions, monitors member activities helping them steer clear of potential problems and drives “beyond compliance” programmes which help to future-proof companies’ ability to connect with younger consumers in responsible and sustainable ways.