Philippa Garson
WHAT would we do without the Sanlam babies? Most would agree that=20 the entertainment value of seeing children playing adults is greater than=
that of seeing adults play themselves. Certainly Sanlam, churning out one baby ad after another, believes in the=
success of using children to market adult products. Alternatively, using=20 adults to market baby and child-oriented products may prove less=20 successful. Imagine an adult parading in a Pampers disposable nappy to=20 display its leak-proof virtues?=20 However, =D2the cootchie-coo=D3 factor is a major selling ploy as advertise=
well know. They would not give up using children and babies to market=20 their wares without a fight. Nor would those trying to make films,=20 television series and theatre productions with child roles. But they won=D5=
have to.=20 The proposed draft Child Care Amendment Bill in effect acknowledges the=20 value and necessity of children in the entertainment industry =D1 film,=20 television and advertising =D1 by granting the industry licence to hire=20 children under strict conditions. The Bill lays down a stringent set of conditions for those employing=20 children in the entertainment industry, including maximum periods of work=
and performance periods for various age groups, and categories of work in=
the industry; the presence of a childminder at all times; proper nutritiona=
requirements; entertainment and toys; free parental access =D2as far as it =
not interfere with the production=D3, education if the child can=D5t attend=
school, and a ban on corporal punishment. =D2Ideally, we wouldn=D5t want children to work at all but, given the natur= e of=20 the entertainment industry, it is accepted that they work. The question is=
how they work,=D3 says Barry Kirkman, legal advisor to the Performing Arts=
Workers Equity (Pawe). Kirkman says few cases of abuse of children in the=
industry have been reported, but the need for stringent controls is evident=