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Nov 2, 2022 · In comparison with adults, children (up to 12 years old) are thought to be more vulnerable when confronted with advertising and, consequently, more sensitive to its impact. The rationale behind this common assumption is that advertising literacy has not fully developed in children, and that they are therefore less capable of recognizing the temptations of advertising and evaluate it in a ...
Nov 1, 2017 · In ∼100 years, marketing to children went from a severely frowned upon practice to an integral part of growing up as companies came to realize that investing in marketing to children and adolescents provides excellent immediate and future dividends. Each year, enormous sums of money are spent to reach this valuable audience because children and adolescents spend billions on their own ...
- Matthew A. Lapierre, Frances Fleming-Milici, Esther Rozendaal, Anna R. McAlister, Anna R. McAlister,...
- 2017
Dec 10, 2023 · In comparison with adults, children (up to 12 years old) are thought to be more vulnerable when confronted with advertising and, consequently, more sensitive to its impact.
- The Marketing-Obesity Link
- Children: A Vulnerable, Targeted Audience
- Limited Rules, Voluntary Compliance
- A Need For A Broader Policy
- New Federal Focus
- Collaboration For Change
- Policy Recommendation
- The Ottawa Principles
Obesity is a complex problem and there are many factors that affect a person's weight, including what we eat. Processed and low-nutritional quality food makes up more than 60% of the average Canadian’s diet (Heart and Stroke Foundation, 2016). There are a number of things that impact what we choose to put into our shopping carts. One big influencer...
As adults, we're generally able to identify when we are the targets of marketing. We understand that the information presented to us is biased and it’s designed to make products more attractive. However, experts point out that children under the age of 12 are not able to critically analyze ads, children under the age of 8 believe what they see, and...
Advertising in Canada relies on a system of self-regulation. According to the Association of Canadian Advertisers' website, advertising to children is “no free for all.” To some degree, that's true. There are rules about advertising to children, as determined by the industry and outlined in the Canadian Code of Advertising Standards and the Broadca...
The general consensus among policy makers and health advocates is that self-regulation for children's food and beverage products just doesn’t work. The existing Codes don’t have concrete nutritional guidelines on what’s considered a “healthy” product, or on how often children can be exposed to ads for unhealthy food. And when it comes to the Childr...
Prime Minister Trudeau has already identified this issue as a priority in his mandate which commits Health Minister Philpott to promoting public health by “introducing new restrictions on the commercial marketing of unhealthy food and beverages to children, similar to those now in place in Quebec.” Results from a 2011 survey show that more than 85%...
Captain Crunch and Toucan Sam have no role in shaping children’s eating habits. Through policy changes, education and other reforms, we can change what’s considered the norm when it comes to marketing and advertising to kids. Our children’s health and wellbeing is at stake, and there is no better time to act than now.
Restrict the commercial marketing of all food and beverages to children and youth age 16 years and younger. Restrictions would include all forms of marketing with the exception of non-commercial marketing for public education. In addition, the regulations should fulfill the nine Ottawa principles:
In Canada, policies and regulations to effectively protect children from commercial food and beverage marketing should: 1. AFFORD SUBSTANTIAL PROTECTION TO CHILDREN. Children are particularly vulnerable to commercial marketing. Policies and regulations need to be sufficiently powerful to provide them with a high level of protection. Child protectio...
Feb 20, 2004 · These two trends—the growth in advertising channels reaching children and the privatization of children's media use—have resulted in a dramatic increase in advertising directly intended for the eyes and ears of children. It is estimated that advertisers spend more than $12 billion per year to reach the youth market and that children view ...
Dec 1, 2006 · Several European countries forbid or severely curtail advertising to children; in the United States, on the other hand, selling to children is simply “business as usual.” 1 The average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. 2 Increasingly, advertisers are targeting younger and younger children in an effort to ...
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Because children are more vulnerable to marketing messages and, at the same time, don't have the same discernment as adults to make decisions about what they want, marketing communication to this group must comply with an extensive set of rules and regulations. Throughout the text, it will be possible to understand a little about these ...
