Panel members at a meeting on adopter recruitment at the annual National Children and Adult Services conference said that despite a government focus on adoption, its moratorium on marketing spend was a missed opportunity.
Hugh Thornbery, chief executive of Adoption UK, said statistics published by the National Recruitment Forum on fostering and adoption show the types of people most likely to foster and adopt.
"But there is a freeze on marketing spend in government,” he said. “Most marketing work is done by social workers doing little bits here and there.
“We have a very good understanding of where we want to target recruitment activity. We know who is doing it well and some money needs to be spent on it.
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