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Background
“Advertising plays an important role in society. It equally goes hand in hand with special responsibilities. We recognize that our responsibility and commitment is especially important for advertising to children of all ages (Responsible).” In spite of this common concern of advertising’s effect on children, around the world, journals, committees, and scientists are suggesting that marketers targeting advertising towards a child is unethical.
Children are watching more television today than years ago, and therefore viewing more commercials. One study suggests that children in America are spending more time watching television each year than they are spending in school (Bagdikian). The American Academy of Pediatrics says within their web site that they believe that advertising to children is deceptive. Studies have shown that children recall ads on television whether it is a commercial for a toy or a product placement in a movie. Children are even remembering and able to identify the alcohol and tobacco ads that are geared toward their parents: the Budweiser Frogs, Joe Camel, and ‘hard’ lemonade (Kunkel).
To change the effects on children—their want for unhealthy fast food, the insistence on having the latest toys, and a growing dependability on material items - there are thoughts of creating laws to prohibit advertising marketed towards children. Already in Europe, there are laws in place to regulate advertising to this young market. Article 16 of the Television Without Frontiers Directive gives guidelines that include:
a. it shall not directly exhort minors to buy a product or a service by exploiting their inexperience or credulity;
b. it shall not directly encourage minors to persuade their parents or others to purchase the goods or services being advertised;
c. it shall not exploit the special trust minors place in parents, teachers or other persons;
d. it shall not unreasonably show minors in dangerous situations. (Responsible).
In addition to Europe, the US is strongly considering enforcing its own regulations on the matter. The National Advertising Review Council has requested that the Children’s Advertising Review Unit to review advertising directed at children, including such outlets as games and web sites on the Internet and product placement in children’s television and movie programming.
Problem
A serious implementation of regulations against advertising to children would create an extreme change in marketers’ careers. Primarily, it would restrain the creative outlet the marketers have now, by reducing media sources to use in their advertising. Other issues that would result from restricting juvenile advertising include:
• parents becoming less aware of products available for their children, creating
• decreased sales for manufacturers and retailers of children’s products, ultimately causing
• layoffs and downsizing of the employees of the manufacturers and retailers.
The children will not be the only group affected by restrictions on advertising. However, if these stipulations are put into place, marketers are creative—they will find a way to overcome the situation. For instance, marketing to children may still continue internationally in countries that have not implemented advertising regulations.
Solutions
One solution resides in creating point of sale centers in retail stores. Once the parents and children are in the store, they are looking for items to purchase. Seeing an imaginative display of a product will catch their eye and hopefully will inspire purchase.
An alternative to this solution would be to increase product placement in films and television series that are watched primarily by adults. This would solve the problem of the children seeing the advertising, yet make the adults aware of the product. The parents watching the film or series will have control over whether the child sees the show or not.
One final solution would be to broaden the target market. Rather than advertise directly to children, hoping to inspire purchase and consumer loyalty, marketers could advertise the products directly to the parents, grandparents, or the entire family.
Implementation
Marketing to the parents, grandparents, or entire family would solve the problem of aiming ads at children, while giving other consumers information about products that are available. Parents ultimately are the consumers who buy the products for their children. Although children spend a great amount of money on items they purchase using their allowance, parents purchase most of the products for their children. Commercials intended for parents might involve catchphrases such as, “Your child will gain educational value with the new and improved Play a Lot playground from Tako the Toy Maker!” Validating the product as an educational, developmental, or interactive item will enhance results.
In addition to parents, grandparents are known for spoiling their grandchildren. They want them to have all the best and newest toys in the stores. A play on these feelings in advertisements will boost sales from this market group, as well.
Furthermore, advertising directed at the entire family will bring these two ideas together. Older generations often say that people should spend more time together as a family. If a product has aspects that can be marketed as a family product, this will also solve the issue of juvenile advertising. Parents will purchase the product for the entire family, the child will still receive the product, and manufacturers and retailers will not have to downsize their labor force.
Additionally, one unforeseen issue in restricting advertising on children is losing the consumer loyalty aspect. When children begin using products at a young age, there is a good chance they will continue to use that product or brand throughout their lives. In regulating advertising towards children, that aspect is lost. However, gearing marketing efforts towards parents, grandparents, or the entire family will create loyalty within the family. Children often maintain the same product or brand loyalty that they grow up with. The familiarity of the product or brand keeps them in that market throughout their lives as well.
Although there are problems associated with regulating advertising towards children, there are ways to cope with and manage every situation. The world is constantly changing and marketing executives have to be ready to change with the world.
