ADVERTISING AND
CHILDREN
PRESENTED BY : JESSICA ALBERT – 01 DEBORAH DCUNHA – 06 BRUCHELLE D’SOUZA – 09 ANJALI PANDEY -30 VAONSH
PUNJ - 37
CONTENTS
INTRODUCTION
IMPACT OF ADVERTISING
LEGAL ASPECTS
ADVERTISEMENTS
CONCLUSION
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INTRODUCTION
Children represent a huge market for advertisers.
They represent and the influence they exert on
their parents’ shopping decisions.
Children who have not yet formed their tastes,
desires and preferences become an ultimate
target for advertisers and remain as such
throughout adulthood.
Children today enjoy wide access to technology
and marketing communications and it is evident
that children are increasingly media literate.
Due to their vulnerability, inexperience and lack
of ability to critically reflect on the received
information, advertisers should be especially
diligent in protecting these young consumers
from harmful, potentially deceptive and offensive
information.
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REASON FOR
REGULATION
Marketing and advertising must not
encourage children to be involved in
dangerous activities or undermine the
authority of their parents.
Therefore, advertisements must be
regulated in terms of both the language
and images they use and all the topics
that might potentially cause negative
effects.
0 – 2 yrs
Can’t tell the difference between advertising and
entertainment
3 – 6 yrs Can identify advertisements
Can understand the difference between advertisements and
Children as Target entertainment.
Might not be able to tell the difference between
Audience entertainment and some advertising on YouTube
7 – 12 yrs Can understand the advertisements
Can remember advertising messages
Can recognize some persuasive techniques
Might not be able to tell the difference between
entertainment and some advertising on YouTube
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HOW DO THEY ADVERTISE TO CHILDREN?
AD FORMS
Television Marketing In – School Marketing Product Placements Appearances by
licensed characters
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IMPACT OF
ADVERTISING
TOWARDS
CHILDREN
POSITIVE IMPACT
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GOOD SOUCE OF INFORMATION
REINFORCE GOOD HABITS
TEACH THEM MORAL VALUES
MAKE THEM CONFIDENT
Negative IMPACT
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NEGATIVE IMPACT
Interferes with childhood Can influence food Can lead to
development preferences overconsumption
Encourages impulse
buying
Unrealistic expectations about
relationships
Encourages materialism & Unhealthy
eating habits
Can be misleading
LEGAL ASPECTS
SELF REGULATING BODIES
CHILDREN’S ADVERTISING REVIEW UNIT:
It is an independent self-regulatory agency for the promotion of responsible advertising to
children under the age of 12 in all media.
CARU reviews and evaluates advertising for truth, accuracy, appropriateness and sensitivity
to children in accordance with its Self-Regulatory Program for Children's Advertising (the
Guidelines) and relevant laws
CHILDREN’S ONLINE PRIVACY PROTECTION ACT:
It details what a website operator must include in a privacy policy when and how to seek
verifiable consent from a parent or guardian, and what responsibilities an operator must
protect children's privacy and safety online including restrictions on the marketing to those
under 13.
WHY GUIDELINES?
Limited capacity for evaluating the Childhood obesity has become a Watching advertisements
credibility of information worldwide issue meant for an older audience
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Under the ‘Prevention of Misleading Advertisements
and necessary due diligence for endorsement of
advertisement guidelines, 2022’, the consumer affairs
ministry has provided for 19 provisions pertaining only
to advertisements targeting children.
- 10ᵗʰ June, 2022, Times Of India
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NEW GUIDELINES
Any health or nutritional claims or benefits without being adequately and scientifically substantiated by
a recognized body.
Ads “develop negative body image” in children or give any impression that such goods, product or
service is better than the natural or traditional food which children may be consuming.
If they condone or encourage practices that are detrimental to children’s physical health or mental
wellbeing and if they exaggerate what is attainable by an ordinary child using the product being
marketed.
Claiming that consumption of a product advertised will have an effect on enhancing intelligence or
physical ability or bring exceptional recognition without any validity.
NEW GUIDELINES
Offering promotional gifts to persuade children to buy goods, product or service without necessity or
promotes illogical consumerism.
Exploiting children susceptibility to charitable appeals should explain the extent to which their
participation will help in any charity-linked promotions.
Resorting to promotions that require purchase to participate and include a direct exhortation to make a
purchase addressed to or targeted at children.
ADVERTISING
AGENCY
ADVERTISER
SERVICE
PROVIDER
MANUFACTURER
25
₹
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ADVERTISEMENTS
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NIRMA – NIRLIFE ENER-G DRINK AD
SURF EXCEL INK AD
COMPLAN 8 ENERGY BOOSTER AD
Conclusion
