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Children as Consumers

Some international approaches to protecting children through advertising regulation

In Australia the issues of commercialisation and sexualisation of children have been the subject of much debate in the last few years and in 2008, following consultation with industry and the public, the Code for Advertising and Marketing Communications for Children was revised, introducing a new code covering sexualisation. Another significant change to the Code was that adverts should not encourage children to pester their parents to buy a particular product – something already included in the UK Advertising Codes. In 2009 a practice guide was published to help advertisers across all media to ensure the protection of children and young people.

Canada is considered to have a highly developed system of codes and standards for responsible advertising to children. Two systems are in operation: one in French—speaking Quebec, where state regulation bans commercial advertising to children under 13 completely, and one covering the other five English—speaking provinces of Canada, where there is a strong system of self—regulation, including pre—clearance of all broadcast adverts aimed at children. However the ban in Quebec on directing commercial advertising to children under 13 years does not apply to signals originating from outside Quebec that are retransmitted by cable TV companies, such as advertising from the English—speaking provinces and the US, and there is limited evidence of the ban’s effectiveness.

In Norway, the government has implemented a number of recommendations designed to reduce the commercial pressure on young people, and to equip children and their parents with the skills to help them understand commercial information and to withstand commercial pressures. As in Quebec, there is a ban on advertising to children under 13 years of age 'by wire or over the air' and advertising is not permitted in schools.

A Consumer Ombudsman aims to initiate discussion with advertisers, media and others, promotes guidelines about appropriate advertising to children and acts as a point of contact for complaints about marketing to children as well as a watchdog for violations of the law.

Norway, too, however is finding it difficult to make national arrangements in a globalised arena. International channels and Norwegian channels broadcast from abroad (including the UK) are able to broadcast adverts to children in Norway. There is also commercial pressure through spin—off products related to popular programmes – for instance in the absence of advertising, some programme content for children now functions like extended commercials or TV character merchandise.

Source: Statham, Mooney and Phoenix, 2011

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