Reviews the growing pressure in the UK to establish a more restrictive regime in children’s advertising; much of this pressure comes from Sweden. Links this vehement opposition to…
Abstract
Reviews the growing pressure in the UK to establish a more restrictive regime in children’s advertising; much of this pressure comes from Sweden. Links this vehement opposition to children’s TV advertising to distrust of both advertising and television, and compares BBC and commercial programming. Points to the growth of merchandising in children’s programming, and to the high revenues obtainable from this; these can far exceed that from advertising alone. Argues that children’s programming has increased enormously in the last decade, except in countries where advertising has been banned, and so that bans on broadcast advertising appear to be ineffective and inappropriate.
Details
Keywords
Advertising cannot produce a behavioural effect but is nevertheless presumed to have long term effects on dietary behaviour, exploit gullible children and have a persuasive…
Abstract
Advertising cannot produce a behavioural effect but is nevertheless presumed to have long term effects on dietary behaviour, exploit gullible children and have a persuasive influence greater than parental guidance, educational influences or other interests not vested in the commercial equations of profit and loss. Advertising has a positive effect on children, although its influence is far less than that of editorial and broadcast comment. The research behind the Swedish Government position on advertising to children is described, and it is proposed that the critics of advertising, in effect, wish to deny children access to commercial television.
Details
Keywords
This paper is based on a speech given to the ‘Kid Culture Conference '99’ in London in November 1999.
Abstract
This paper is based on a speech given to the ‘Kid Culture Conference '99’ in London in November 1999.