Children's advertising: the ethics of economic socialisation

Abstract

There is focus upon advertising and children for two broad reasons. First, it is because children are children, and are considered separately. Second, it is because children will become adults. Advertising therefore effects behaviour during childhood and continues to do so into adulthood. Advertising to children rarely receives a good press, and it remains a controversial topic in the wider domain. Is it responsible for poor diet? Does it make children pester their parents? Is there too much of it? And does Christmas have to start in September? Subsequently the issue has evolved to question whether there should be advertising to children, and if so whether it should be regulated. This discussion paper examines arguments for and against children's advertising, and concludes that whilst there are compelling arguments on both sides, advertising to children remains an economic necessity in need of adjustment and regulation.