Advertisers in call for focus on non-whites

Ben Southwood
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THE PURCHASING power of ethnic minorities is huge and growing, but is being ignored by advertisers and firms who think they do not spend and they are too hard to target, a report claimed today.

The spending power of British non-whites hit £300bn in 2010, and is still growing, the report from the Institute of Practitioners in Advertising (IPA) said, but only one in twenty adverts feature members of an ethnic minority.