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You are here: Home > Educators > Level 2 Business and Economics Education > Advertising Sweets: What is 'Good Marketing?' > Advertising and Children |
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Advertising Sweets: What is 'Good Marketing?' - Advertising and ChildrenTake a look at the information below. What do you think is the problem that needs to be addressed? You could work in small groups to discuss the problem. In Sweden advertising is considered unacceptable and is banned for children under 12 with the approval of the majority of the population. Greece has a ban on advertisements for children's toys between 7am and 10pm and a total ban on advertisements for war toys. In France advertisements are seen as part of preparing children for future life in a consumer society. Out of the 15 'old' EU countries, only 4 (France, Ireland, the Netherlands and the UK) do not consider advertising aimed at children as harmful, and Spain alone considers a ban on advertisements. In March 2004, more than 100 of the UK's leading health and consumer groups urged ministers to ban junk food ads. They believe the ads are behind rising rates of obesity. In the UK, restrictions exist on ads that 'might result in harm to children physically, mentally or morally' and on ads using methods that 'take advantage of the natural innocence and sense of loyalty of children'. Nor may advertisements 'urge children to purchase or to ask their parents or others to make enquiries or purchases'. What proportion of the television adverts of these companies are broadcast during children's TV?
Image copyright: Celiece Aurea Kool Kans plc, a soft-drinks manufacturer, has grown from strength-to-strength. Sales and profits have been increasing over the last four years, and the company are looking to expand. Their drinks have a particularly high sugar content. Market research has suggested that this kind of drink appeals especially to the 6-10 year old age group. They are planning a national advertising campaign and are considering using the following media: newspapers, radio, television, magazines, and billboards. They will also launch huge promotional campaigns in supermarkets and are looking into the idea of sponsoring, like Cadbury do with Coronation Street. Would it be a good idea for Kool Kans plc to advertise during children's TV programmes? |
