As a result of previous campaiging, voluntary industry guidelines were drawn up and agreed by various industry bodies and the home office.  These guidelines were published by both the Natonal Federation of Retail Newsagents (NFRN) and the Joint Industry Steering Group (which includes the Periodical Publishers Association or PPA).

The guidelines are about selling as many magazines as possible whilst minimising customer complaints.  We have been informed that the NFRN have no means of monitoring or enforceing these guidelines.  They are in effect, completely voluntary.  A director of retail giant WH Smith said that the guidelines are mainly relevant for independent newsagents rather than chain stores such as Smiths.

There are around 55,000 independent newsagents in the UK, and only 17,000 of these are NFRN members, who reportedly receive the guidelines in their trade magazine.  We do not know how many of the others are even aware of the guidelines.  The NFRN version of the guidelines can also be read in full on their website:

http://www.nfrnonline.com/

(Navigate to - Managing your product ranges/news and magazines/Displaying top shelf titles)

We question a) whether these guidelines provide adequate protection for children, and b) to what extent they are adhered to by retailers .