The politics of advertising to children

  • L. Stanbrook

Abstract

A key issue connected with advertising is whether advertising is harmful to children. Unfortunately, research is not a good moderator of the debate, since research cannot easily discover or qualify harm — especially harm shown to have been done over a period of several years. The concerns are specific: such advertising can be harmful because it might be responsible for a long-term negative behavioural and personality change in a child, or for damage done to interpersonal relationships, generally within the family, or, more controversially, as the unfair exploitation of young and gullible minds with inappropriate material. It is significant that this last concern brings the argument perilously close to notions of direct censorship.

Keywords

Obesity Europe Income Marketing Petrol 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Advertising Association (1993), Review of Arguments and Data relating to the NFA Report, Advertising Association, p. 9.Google Scholar
  2. Barwise, P. (1994), Children, Advertising and Nutrition. London Business School and Advertising Association.Google Scholar
  3. Bourgoignie, T. (1993), The Young European Consumer: Responsible actor or vulnerable target?, Academia, Brussels, pp. 55–62.Google Scholar
  4. Dibb, S. (Ed.) (1993), Children: Advertisers’ Dream, Nutrition Nightmare? National Food Alliance.Google Scholar
  5. EASA (1995), Draft Alliance Report on Self-Regulation for advertising & children in Europe. European Advertising Standards Alliance, Brussels.Google Scholar
  6. Goldstein, J. (1994), Children and Advertising: Policy implications of scholarly research, The Advertising Association.Google Scholar
  7. Goldstein, J. (1995), Children and Advertising in Scandinavia, prepared for the Toy Manufacturers of Europe.Google Scholar
  8. Prentice, A.M. and Jebb, S.A. (1995), Obesity in Britain: Gluttony or Sloth? B.M.J., 311, 437–9.Google Scholar
  9. Sharpe, C. (1994), An analysis of the references used in Children: Advertiser’s Dream, Nutrition Nightmare? Google Scholar
  10. Silvester, S. (1993), ‘Eurokids’. In The Young European Consumer: Responsible actor or vulnerable target? Academia, Brussels, pp. 25–37.Google Scholar
  11. Young, B., Webley, P., Hetherington, N. and Zeedyk, S. (1996), The role of television advertising in children’s food choice, Ministry of Agriculture, Fisheries and Food.Google Scholar

Copyright information

© Chapman & Hall 1997

Authors and Affiliations

  • L. Stanbrook

There are no affiliations available

Personalised recommendations