Children as Consumers
24.
As we have seen, children are exposed to an increasing volume of commercial messages (DCSF/DCMS, 2009), not least as they spend more time using the new media. As this area continues to develop at a rapid pace, advertisers and marketers need therefore to take care to continue to act responsibly when communicating to children.
"It's natural. The companies have a responsibility to sell that product so they will sell it at the limit, almost crossing the line."
Parent, Review qualitative research
25.
On the whole, however, parents accept that advertising is necessary for businesses to compete and that it has benefits for consumers, including children.Although parents tend to assume that advertisers will sometimes try to push boundaries, they accept this on the understanding that effective controls are in place.
RECOMMENDATION
7.
Ensuring that the regulation of advertising reflects more closely parents' and children's views. The Advertising Standards Authority (ASA) should conduct research with parents and children on a regular basis in order to gauge their views on the ASA's approach to regulation and on the ASA’s decisions, publishing the results and subsequent action taken in their annual report. ACTION: ASA
Inappropriate advertising
26.
As well as the advertising and marketing messages that children receive for products intended for them, children are also exposed to a far greater volume of advertising and marketing not aimed at them (Advertising Association, 2011). Some parents responding to our Call for Evidence and taking part in our qualitative research were particularly concerned about age-restricted products and services, such as alcohol and gambling, particularly online.There are also concerns about the regulations and rules for restricting advertising of age-restricted products through other media. For example, large numbers of children see alcohol advertising around popular family television programmes and major sports events (Alcohol Concern, 2010).
27.
Online exposure can be exacerbated by children lying about their age in order to register on sites with a minimum age limit, such as a social networking site.This is a practice that is widespread: one third (34 per cent) of 8-12 year-olds have a profile on sites that require users to register as being 13 or over, up from 25 per cent in 2009. Looking specifically at 10-12 year-old internet users, 47 per cent have such a profile, a rise from 35 per cent in 2009 (Ofcom 2011(2)). (See Theme 1 for our recommendation regarding age—restricted material.)
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