ChildForum Office of Pre-Primary Education

ChildForum Office of Pre-Primary EducationLead advisor on early childhood care and education 
National membership organisation
Publisher of the New Zealand-International Research in Early Childhood Journal

 

Code for Comparative Advertising & Truthful Presentation: The Story of Kindercare's Battle for Market Share from Another Large Private Childcare Chain

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Category: Communication and Advertising

© ChildForum

 

In April 2010 The Complaints Board of the Advertising Standards Authority heard a complaint made by Kindercare Learning Centres that ABC's Learning Centres radio advertising had replicated the concept first used by Kindercare.

The arguments made by ABC (now owned by Beststart - the Wright family), Kindercare (a company owned by Alan Wendelborn and Glennie Oborn), and their advertising agents with the decision made by Complaints Board will be helpful for any ECE service owner, board, and promotions staff to study.

It is instructive about the standards of comparative advertising (what is meant by this) and of truthful and non-misleading advertising (how this is defined). 

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