The thesis research findings were presented to the Advertising Standards Authority (ASA) of South Africa in 2017. The research “gave us (ASA) insight into his concerns around the marketing of cell phones to children”. The research “alerted us (ASA) to a number of factors that we were not aware of, and most usefully for our purposes illustrated how other jurisdictions are addressing child safety issues in advertising.”

We have requested Mr. Lech submit a proposal to amend the Code of Advertising Practice, motivated by his research, to bring the ASA in line with other jurisdictions…  The contribution of specialists like Mr. Lech informs our knowledge and contributes to the development of a dynamic and relevant Code for our industry.