As a consumer, a marketer, and especially as a parent I am increasingly concerned about the type of advertising directed at kids. I realize we live in a world of consumption where everyone is considered a potentially valuable customer but we have a responsibility as a society to protect our children – our future.
More than the quantity of advertising I am disturbed by the subtle, hidden messages. At least if the message is obvious you can address it head-on or have the opportunity to sensor it but what you don’t see, your kids do. I have seen a few ads for really young kids that seem to base friendship and inclusion on the ownership of a certain doll or toy. I also see frightening stereotypes being portrayed in ads and shows directed at really small children and disturbing images that sexualize really young girls.
It is not that I don’t think these companies should be allowed to advertise but it should be to the parent. Kids don’t have the life experience to filter these messages and understand that they are fantasy, not fact. Like when my soon-to-be 6 year old got an old hand-me-down Gameboy and proudly proclaimed his elevated status of coolness. I know this is unavoidable to a point but it seems to be completely out of control – label conscious 5 year olds and 8 year olds hoping for video phones and i-Pods.
Global Market Insite recently conducted a survey of 5,680 parents in 13 countries asking them a variety of questions about advertising to children. 83% of parents in Canada don’t want junk food marketed to their children and 63% think kids should be off limits for mobile phone ads too. Globally, over half of all parents think Reality TV is a no-no for kids.
Parents around the world agree that TV is the number one influencer of kids purchasing decisions/demands with peer pressure second followed by a small percentage who said celebrities influence their kids.
Unfortunately, marketers are on to something here because 50% of parents "sometimes" consider their child’s opinion when making a purchasing decision so the message is definitely getting through which means the ads won’t stop anytime soon.
Have an opinion? Click the comments button below to share your thoughts or send me an email.
Jen
Avery, Jen; you are both right on with this issue! There’s an awesome organization called Commercial Alert (www.commercialalert.org) that does work against advertising to children. Also of note is Adbusters (www.adbusters.org). The scariest thing of all is that there are CHILD PSYCHOLOGISTS who actually work with and for huge corporations and ad agencies to tell them how best to advertise their products to children. Sickening. They chould have their charters revoked. JMHO.
Kath
Jen,
As a mother of a tween daughter, I couldn’t agree with you more. My daughter’s choices and her behaviour are strongly influenced by advertising. Many of her friends have cell phones which may seem like a great way to keep in touch but to me, seems like too much responsibility and freedom for a 10 year old!
I agree that it is less an issue of the product and more an issue of the manipulation of children (and parents!). My 13 year old son was actually picked on last year for not having “the right” shoes. They were Nike but not an expensive model.
I know this is not a new issue but, instead of getting better, companies are getting smarter and sneakier and creating a demand for products and a certain lifestyle that would otherwise not exist.
There should definitely bee some limits set on who and how children are marketed to. How do we get started?