The Negative Impact Of Advertising For Children: Advertising To Children

Advertising to Children

Children are a sensitive issue with advertising. It has long been recognised that children are a special issue and therefore has been a topic of discussion and debate for years. For instance, in 2013 a group of prominent authors and academics called for a ban on advertising to under 11s, which argued that adverts were creating “consumers” rather than “citizens”. This went on to an extent where it was even referred to as “kiddie crack” by Jonathan Kent a co-founder of the campaign “Leave our kids alone “. Which proceeded with claims that techniques using “manipulating adult emotions” on all children even as young as two went on in the UK Harrison A. (2013)

Recent research has shown that children are being bombarded with junk food ads Campbell D. (2014) states “children are being subjected to as many as 11 junk food related ads within just hour of family orientated television shows for instance the X-factor”. Campbell goes on to state that “campaigners are looking for bans on the advertising of products with high levels of salt, sugar and fat all together. Which at the moment does only apply to Children’s television.”

Campbell D. (2014) “This research is sought from analysis of

(2008). There is however research that confirms social marketing campaigns can also be a powerful marketing tool to promote healthy behaviour in children and adolescents and help towards promoting good behaviour thus preventing “risky” social situations. Reviews published between 2005 – 2008 indicate that social marketing campaigns through television, radio, outdoor and print adverting also using the internet can be an effective way turn around heath issues on a population level. This research has shown that marketing in the correct format to the right audience and then show or aired at the appropriate time has successfully impacted social and health issues such as smoking, drinking the necessity of physical activity and the importance of condom