Children and Advertising

Nowadays children influence to a large extent the purchases of a considerable number of products – not just products that are aimed for them specifically but they also influence their parent’s choices in the purchase of household products from cars to toothpaste. The media environment today is very different to that of maybe ten years ago with research showing that children have become more media literate. This has also resulted in changing communication messages with advertising messages being directed towards children as they are a target for advertisers who realize that they influence their parents spending habits as well as the fact that they are potential future customers. Today many marketing tools other than advertising are also directed towards children, these include magazines, promotional toys, cartoon and toy characters used on products to make them more appealing to children. Some children’s toys carry product placements for e.g. Barbie dolls with Coca Cola accessories. Mc Donald’s ‘Happy Meals’ include promotional merchandise that is aimed at children. Many charities also show images of deprived, unwell and neglected children that have strong emotional effects on the viewer.
When advertising is aimed at children the responsibility in marketing communication also becomes greater. There are global rules that apply and some countries carry strict legislation in this respect. In Europe the views concerning the ethical aspect of advertising to children varies. In some countries like for e.g. Sweden it is considered unacceptable and is banned for children below the age of twelve with the approval of the public. In France however it is viewed differently and it is seen as a way of preparing children to enter an adult consumer society. However all countries are in agreement that regulations are necessary. The International Chamber of Commerce (www.iccwbo.org) updates the codes for marketing communication so that they reflect the changing social sensitivities.
Studies and research show that advertising directed to children regarding snack foods, sugary cereals, candy and fast – food restaurants may be contributing to childhood obesity by promoting unhealthy food. Also eating habits are formed during the early childhood years and then stay for life. Thus caution and greater responsibility needs to be exercised when dealing with such products and their advertising. Research has shown that American children view up to 40,000 ads a year. Children under the age of 8 are unable to critically interpret advertising messages and they tend to accept them as truthful, accurate and unbiased. Hence they become easy targets for commercial persuasion and may even cause conflicts between parents and children when product purchase requests may be denied. Advertising content that involves violence with regard to motion pictures and video games desensitizes children to real world violence.
Some companies have realized the implications of this concern and have started to take action. Nestle, in the light of concerns regarding child obesity has strengthened its Principle in July 2007 by adding two important provisions; no advertising and marketing to be directed at children below the age of 6 and children between the ages of 6-12 will be restricted to products with a nutritional profile. These have been implemented globally. Similarly McDonalds, General Mills, PepsiCo and Kraft have pledged to adopt similar nutritional guidelines. In fact Kellogg announced in mid June 2007 that it would phase out advertising to children under 12 unless the foods met nutritional guidelines for calories as well as fat, sugar and sodium content.
In Pakistan too we see many products that use children to promote brand and social messages as well. The State Life ad shows a little girl speaking about the financial security her father has planned for. The safeguard and Lifebuoy ads promote soap by making children aware that it is important to fight germs and how the can all participate in doing so. The public social message ad on violence also shows children appealing to make the country a peaceful one. The Milkateer ads promote tetra packaging as a hygienic method of selling milk. Similarly, Dalda, Colgate Herbal and Surf Excels ‘dirt is good’ campaign where we see kids promoting an adult brand, are also examples of the same concept described above.

From: public_awareness@yahoogroups.com