“ We need to make sure that children are brought up in a way that respects and develops them. ADVERTISING has a responsibility. It can create positive imagery but can also create negative imagery.” Keith Weed CMO - Unilever
Advertising has a powerful influence on the way we live our lives. All of us in the business of Advertising has a RESPONSIBILITY.
ADVERTISING should be honest, legal, decent and more importantly truthful and should not offend or mislead.
We all need to recognize Children’s greater susceptibility to manipulation and the effects of using unrealistic images and stereotypes. A Child under age of 6 does not have the cognitive ability to distinguish between advertisement, marketing and programming.
The average child watches about four hours of television a day and sees more than 20,000 commercials each year. Growing concern: advertising Food to Kids.
Article III STANDARDS FOR THE PROTECTION OF CHILDREN Section 1. PRESENTATION Section 2. USE OF CHILDREN ON ADVERTISEMENTS
Highlights of Section 1. ON MEDICINES/ DRUGS Advertisements and Promotional activities for proprietary drugs, medicines, devices and treatments should not be directed to children. Advertisements should not encourage children to take drugs and medicines without the supervision of a responsible adult.
ON SAFETY AND PROPRIETY Should not encourage reckless, improper or antisocial behavior and should not show children in activities that would normally not be allowed by responsible adults for reasons of safety or propriety. Should not undermine children’s enjoyment of present stature. Ads directed primarily at children should not exploit them especially their natural credulity.
ON SAFETY AND PROPRIETY Advertisements meant for children should not contain indelicate references to infirmities or scenes depicting physical and mental cruelty. In general, advertisements for children should not show irresponsible,violent or reprehensible acts/practices in a manner that may lead children to interpret o adopt them as normal or acceptable social behavior. Advertising materials shall avoid sensationalizing, stereotyping, prejudging or exploiting children with disabilities or children belonging to minority or indigenous groups.
ON SAFETY AND PROPRIETY Advertisements directed to children shall not contain elements that might be physically, mentally, psychologically or morally harmful to children. Advertisements should not depict children performing acts, language, or attired in a manner that are vulgar,obscene, indecent or inappropriate for children or encourage them to engage in hazardous activities and behavior.
ON SAFETY AND PROPRIETY The child’s dignity must be respected at all times. The child should not be demeaned or his/her innocence be exploited. Advertisements directed at children should not encourage the use of speech and expressions which may hinder the child’s language development. Advertising directed to children shall not foster violence as a desirable way or a means of resolving conflicts and problems, or depict sexual subjects and/or violent actions inappropriate for children.
ON MERCHANDISING Brand names, logos or trademarks of alcoholic beverages and cigarettes and tobacco must not be used on children’s clothing, toys or other materials intended for use primarily by persons under the legal purchase age.
PURCHASE INFLUENCE Advertisements directed to children shall in no way mislead children as to the product’s performance and usefulness. Advertisements shall not encourage children to purchase products or services to support the existence of the television radio or cable television program.
LAW OF THE LAND Advertisements involving children must comply with all pertinent laws, rules and regulations.
USE OF CHILDREN IN ADVERTISEMENTS Children should not be presented as being in contact with or demonstrating a product recognized as potentially dangerous to them. No child shall be used, directly or indirectly in advertisements of gambling, gaming institutions or games of chance.
ASC GUIDELINES addresses all media HOWEVER Increased understanding of children’s use of the Internet is in order.
Guidelines related to the Internet include: Reasonable efforts using all available technology should be made to establish full disclosure and choice exercised by a parent or guardian when a site wishes to obtain personally identifiable information from children for marketing purposes. Advertisers who maintain children’s sites should not knowingly link their sites to pages of other sites not in compliance with self regulatory guidelines. Advertisers who communicate with children via email should remind and encourage parents to regularly monitor children’s email and online activities. Information collected for the purpose of obtaining verifiable parental consent should not be kept in retrievable form by the site if consent is not received in a reasonable amount of time.
So do we need to protect children from corporate marketing?
The rise of social media means that parents have far more power to challenge inappropriate advertising directed to children. It has given people a voice and this will be the most effective method for ensuring that companies do not get out of hand.