Marketing to children consumers

Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing having children until later in life mean that families have more disposable income. For example, in the late s the advertising firm Saatchi and Saatchi hired cultural anthropologists to study children engaging with digital technology at home in order to figure out how best to engage them with brands and products.

Marketing to children consumers

Share via Email In the US the average child watches around 16, television adverts per year. Alamy In the US, the average child watches an estimated 16, television commercials a year. Critics of advertising claim that it contributes to a host of ills, from childhood obesity and poor impulse control to precocious sexuality.

Author and Page information

Proponents say advertising can be a useful tool for teaching children about critical analysis. The advertising campaign, with the slogan "Playtime: Susan Linn, director of the Campaign for a Commercial-Free Childhoodquestions the very nature of child marketing.

We want children to develop a healthy relationship to nutrition and to the foods that they consume. The sort of advertisements that children see is the issue. But then you get into a very objective debate about how people feel about certain brands or services. It undermines critical thinking and promotes impulse buying.

At one extreme, Sweden, Norway and Quebec completely bar marketing to children under the age of At the opposite end are countries such as the US, where the marketing industry is self-regulated, with few legal restrictions on the material that advertisers can broadcast to children.

In Britain, the advertising industry self-regulates, within the bounds of certain national and international laws that limit the products and techniques that it is allowed to employ.

Marketing and Media Communications Targeted to Children as Consumers - ScienceDirect

Then again, Barber claims, the British advertising industry has experienced few complaints from parents. Our approach is to make sure the advertising targeted to kids is appropriate, and help kids to understand what advertising does.

Linn questions the value of media literacy training. Join the community of sustainability professionals and experts. Become a GSB member to get more stories like this direct to your inbox Topics.Marketing & Consumerism - Special Issues for Young Children yet that is the main way they see themselves reflected in the media—as consumers, and advertisers are targeting younger and younger children with this message.

Marketing of toys for young children that are based on restricted movies and ‘Mature’ rated video games is a. The official website of the Federal Trade Commission, protecting America’s consumers for over years.

Advertising & Marketing» Children; Children.

Marketing to children consumers

If you advertise directly to children or market kid-related products to their parents, it’s important to comply with truth-in-advertising standards. Advanced Marketing Series: Understanding children as consumers London: SAGE Publications Ltd doi: / Marshall, David, ed. Understanding Children as Consumers.

Advanced Marketing Series. The marketing of adult entertainment to children has been, and continues to be, an ongoing issue between government regulators and various media industries. In a report released in , the U.S.

Federal Trade Commission (FTC) took movie, music and video games industries to task for routinely marketing violent entertainment to young children. Although children as consumers have become a normal part of our socio-economic fabric, parents are creating many problems for themselves, for their children and for marketers by giving their children money and the encouragement to spend it.

Marketing and media communication targeted to children as consumers is recently a topic of discussion in order to increase children consumer protection.

Children as Consumers — Global Issues