1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

GlobalIssues http://www.globalissues.org
Social,Political,EconomicandEnvironmentalIssuesThatAffectUsAll

ChildrenasConsumers
byAnupShah ThisPageLastUpdatedSunday,November21,2010

Thisprintversionhasbeenautogeneratedfrom
http://www.globalissues.org/article/237/childrenasconsumers
Themarketforchildrensproductsandfoodisenormous.Parentsonthe
onehandhaveahardtimeraisingchildrenthewaytheywantto,whileon
theotherhand,kidsarebeingincreasinglyinfluencedbycommercialism
thatoftengoesagainstwhatparentsaretryingtodo.
Eveninindustrializedsocieties,wheregovernmentsandcampaignersfightforbetterchildadvertisingstandardsand
regulations,orimprovedfoodquality,industryfightsbackpreferringselfregulation(whichrarelyhappens,oris
intentionallyweak),andarguingthatitisindividualchoicesandparentsthataretheissue.

Thiswebpagehasthefollowingsubsections:
1. Advertisingtochildrenisbigbusiness
2. Encouragingandincreasingchildhoodconsumerism
3. Heavyadvertisingtargetedatchildren
1. Advertisingtochildrenconsideredharmful
2. Manipulatingchildrensviewsoftheworld
3. Bans,regulation,selfregulation,medialiteracy
1. Banningadsandthefearorunintendedconsequences?
2. CanIndustrybetrustedtoSelfregulate?
3. Taxingjunkfood?
4. CorporatizationofEducation
5. Asmallexampleofeffectsofchildconsumerism
6. ParentalversusCorporateInfluence.
7. Commercializationofchildhooditself

Advertisingtochildrenisbigbusiness
Considerthefollowing:
1. Childrenareacaptiveaudience:TheaverageAmericanchildwatchesanestimatebetween25,000to40,000television
commercialsperyear.IntheUK,itisabout10,000
2. $1517billionisspentbycompaniesadvertisingtochildrenintheUS.Over$4billionwasspentin2009bythefast
foodindustryalone.
http://www.globalissues.org/print/article/237

1/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

3. Themarketingseemstobeworthit.Forexample,
TeensintheUSspendaround$160billionayear
Children(upto11)spendaround$18billionayear
Tweens(812yearolds)heavilyinfluencemorethan$30billioninotherspendingbyparents,and80
percentofallglobalbrandsnowdeployatweenstrategy.
Children(under12)andteensinfluenceparentalpurchasestotalingover$130670billionayear.

Sources
1. Captiveaudiencesources:
Children'sExposuretoTelevisionAdvertisingin1977and2004:InformationfortheObesityDebate1,
FTC,June1,2007.Thisreportsays25,600commercialswerewatchedin2004bychildrenintheUS
TelevisionAdvertisingLeadstoUnhealthyHabitsinChildrenSaysAPATaskForce2,American
PyschologicalAssociation(APA),February23,2004.Isanexampleofthewidelycited40,000
commercialsfigure
3

Adsimpactonchildrenprobed ,BBC,December9,2007.ThistheUKfigure.
CampaignforCommercialFreeChildhood4 notesthatthesefiguresdonotincludeproductplacement
2. Amountspentadvertisingtochildren:
SusanLinn,ConsumingKids:TheHostileTakeoverofChildhood,NewPress(May2004)says$15
billionandalotofothersourcesciteher
5

CBSwritesinResources:MarketingToKids ,May17,2007thatitisnow$17billion.CBSalsoaddsthat
thisisupfrom$100millionin1983,andmorethandoubletheamountin1992.
AboveAPAreportnotesthatitwasabout$12billionin2000
6

ThefastfoodindustrysadvertisingspendingintheUScomesfromFastFoodFACTS campaign
organization
3. Themarketingpaysoffsources:
SeeTRUProjectsTeensWillSpend$159BillionIn20057,TeenResearchUnit,December15,2005
8

The$30bninotherspendingismentionedbyAnnHulbert,Tweens'R'Us ,NewYorkTimes,November
28,2004
The$130500billioncomesfromKimCampbellandKentDavisPackard,HowadsgetkidstosayIwant
it!9 ,ChristianScienceMonitor,September18,2000
TheabovementionedCBSarticlesayschildrenbetween812yearsaloneinfluencesome$150billionin
purchases
$670billioncomesfromJulietB.SchorwritinginRegulation,Awareness,Empowerment.YoungPeople
andHarmfulMediaContentintheDigitalAge10,Nordicom,June2006,p.103
Olderfigures:Itwasaround188billiondollarsin1997,upfrom$132billionin1990,$50billionin1984
and$20billioninthemid70s.FromMiriamH.Zoll,PsychologistsChallengeEthicsOfMarketingTo
11

Children ,AmericanNewsService,April5,2000(viaMediaChannel.org)
Ithasprovendifficulttofinddetailed,andrecent,statisticsforotherareasaroundtheworld,outsidetheUS.
However,onepromisingsourcefordifferentregionsisTheInternationalClearinghouseonChildren,Youthand
Media12fromNordicom,GoteborgUniversity,Sweden(alsofinancedbythegovernmentofSwedenandUNESCO).

Sowhat?Isntthatgoodforbusiness?Aswewillintroducehere,whilethismightbegoodforbusiness,therearealso
importanteconomic,social,healthandenvironmentalandothercoststobeconsidered.

http://www.globalissues.org/print/article/237

2/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

Encouragingandincreasingchildhoodconsumerism
Asmentionedintheprevioussectionlookingattheriseinconsumption,largerhouseswereanexampleofthethings
promotedtoincreaseconsumption.Sotoowastheencouragementtoprovidemoretoysandotheritemsforchildren:
The[U.S.]federalgovernmentplayedamajorroleindefiningchildhood.In1929,HerbertHooversponsored
aWhiteHouseConferenceonChildHealthandProtection.Theconferencereport,TheHomeandtheChild,
concludedthatchildrenwereindependentbeingswithparticularconcernsoftheirown.Thereportadvised
parentstogivetheirchildrentheirown[furniture,toys,playroomsetc].Generallyasleepingroomforeach
personisdesirable,itnoted.Takethemshoppingfortheirownthingsandletthempickthemoutfor
themselves.
Throughsuchexperiencespersonalitydevelops[These]experienceshavetheadvantageof
alsocreatinginthechildasenseofpersonalaswellasfamilyprideinownership,and
eventuallyteachinghimthathispersonalitycanbeexpressedthroughthings.
(WhiteHouse,1931,[EmphasisaddedbyRobbins]SeealsoLeach1993:371372)
Thusinthespaceofsome30years,theroleofchildreninAmericanlifechangeddramaticallytheybecame,
andremain,pillarsoftheconsumereconomy,witheconomicpowerrivalingthatofadults.
RichardRobbins,GlobalProblemandtheCultureofCapitalism,(AllynandBacon,1999),pp.2425
Childrenwieldenormouspurchasingpower,bothdirectlyandindirectly(indirectlyinthesensethattheyareableto
persuadeandinfluenceparentsonwhattobuy).
Observeachildandparentinastore.Thathighpitchedwhiningyoullhearcomingfromthecerealaisleis
morethanjustthepleadingsofsinglekidbentongettingaboxofFruitLoopsintotheshoppingcart.Itisthe
soundofthousandsofhoursofmarketresearch,ofanimmensecoordinationofpeople,ideasandresources,
ofdecadesofsocialandeconomicchangeallrolledintoasingle,Mommy,pleeease!
Ifitswithin[kids]reach,theywilltouchit,andiftheytouchit,theresatleastachancethatMomorDadwill
relentandbuyit,writesretailanthropologist,PacoUnderhill.Theidealplacementofpopularbooksand
videos,hecontinues,shouldbeonthelowershelvessothelittleonescangrabBarneyorTeletubbies
unimpededbyMomorDad,whopossiblytakeadimviewofhypercommercializedcritters.
DanCook,AssistantProfessorofAdvertisingandSociologyattheUniversityofIllinois,LunchboxhegemonyKidsand
13

theMarketplace,Then&Now ,LiPMagazine,August20,2001
Andadvertisingtochildrenisntjustforpurchasingchildrensitemstheyinfluenceotheritems:
Theminivanwascreated,forexample,becausechildrendemandedmoreroom.Thentheydecidedthethree
doorbehemothwasuncool,helpinggiverisetotheSUV.Everyautomanufacturerhasastrategytotarget
children,[JamesMcNeal,amarketresearcherwhospecializesinthechildrensmarket]adds.
14

KimCampbellandKentDavisPackard,HowadsgetkidstosayIwantit! ,ChristianScienceMonitor,September18,
2000
Thishaslongbeenunderstood:
TherenownedbehavioristwasalsovicepresidentoftheJ.WalterThompsonadvertisingagencyanda
spokesmanfortheidea,thennovel,thatmarketingisnotjustaboutpeddlingproductsthatpeopleneedit's
http://www.globalissues.org/print/article/237

3/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

alsoaboutcreatingasocietyofconsumersevereagerformore.Famousforclaimingthatanychild,
conditionedearlyenough,couldbeturnedintoanythingadoctor,lawyer,artist,merchantchiefand,yes,
evenintobeggarmanandthiefheleftakeyvocationout.Ifshopperhadbeenonhislist,itwouldhave
beenaprescientboast.
15

AnnHulbert,Tweens'R'Us ,NewYorkTimes,November28,2004
(Theotherkeypointinthequoteaboveisthatmarketsherearenotmeetingneeds,butcreatingneeds.)

Heavyadvertisingtargetedatchildren
Marketersseechildrenasafutureaswellascurrentmarketandhencebrandloyaltyatayoungagehelpsinthequestof
continuedsaleslater.
TheJournaloftheAmericanMedicalAssociationhassaidthatchildrenbetweentheagesoftwoand
seventeenwatchanannualaverageof15,000to18,000hoursoftelevision,comparedwith12,000hours
spentperyearinschool.ChildrenarealsomajortargetsforTVadvertising,whoseimpactisgreaterthan
usualbecausethereisanapparentlesseningofinfluencebyparentsandothersintheoldergeneration.
Accordingtothe[CommitteeonCommunicationsoftheAmericanAcademyofPediatrics],childrenunderthe
ageoftwoshouldnotwatchtelevisionatallbecauseatthatage,braindevelopmentdependsheavilyonreal
humaninteractions.
BenH.Bagdikian,TheMediaMonopoly,SixthEdition,(BeaconPress,2000),p.xxxvi
IntheEuropeanUnion,by2001,revenuestotelevisionnetworksandproducershavereachedbetween$620and$930
16

million .Revenuessincehaveincreasedfurther.

Advertisingtochildrenconsideredharmful
Sweden,since1991hasbannedalladvertisingduringchildrensprimetimeduetofindingsthatchildrenunder10are
incapableoftellingthedifferencebetweenacommercialandaprogram,andcannotunderstandthepurposeofacommercial
untiltheageof12.(Seepreviouslinkformoredetails.)
IntheUS,researchfromtheAmericanPsychologicalAssociation(APA)showsthatchildrenundertheageofeightareunable
17

tocriticallycomprehendtelevisedadvertisingmessages andarepronetoacceptadvertisermessagesastruthful,accurate
andunbiased.Thiscanleadtounhealthyeatinghabitsasevidencedbytodaysyouthobesityepidemic.Forthesereasons,a
taskforceoftheAmericanPsychologicalAssociation(APA)isrecommendingthatadvertisingtargetingchildrenunderthe
ageofeightberestricted.
Theresearchonchildrenscommercialrecallandproductpreferencesconfirmsthatadvertisingdoestypically
getyoungconsumerstobuytheirproducts.Findingsshowthatchildrenrecallcontentfromtheadstowhich
theyvebeenexposedandpreferenceforaproducthasbeenshowntooccurwithaslittleasasingle
commercialexposureandstrengthenedwithrepeatedexposures.
Furthermore,theseproductpreferencescanaffectchildrensproductpurchaserequests,whichcanput
pressureonparentspurchasingdecisionsandinstigateparentchildconflictswhenparentsdenytheir
childrensrequests.
thereareconcernsregardingcertaincommercialcampaignsprimarilytargetingadultsthatposerisksfor
childviewers.Forexample,beeradsarecommonlyshownduringsportseventsandseenbymillionsof
http://www.globalissues.org/print/article/237

4/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

children,creatingbothbrandfamiliarityandmorepositiveattitudestowarddrinkinginchildrenasyoungas
910yearsofage.Anotherareaofsensitiveadvertisingcontentinvolvescommercialsforviolentmedia
productssuchasmotionpicturesandvideogames.Suchadscontributetoaviolentmediaculturewhich
increasesthelikelihoodofyoungstersaggressivebehavioranddesensitizeschildrentorealworldviolence,
saidDr.Kunkel[seniorauthorofthetaskforcesscientificreport].
18

TelevisionAdvertisingLeadstoUnhealthyHabitsinChildren ,AmericanPyschologicalAssociation(APA),February
23,2004

Manipulatingchildrensviewsoftheworld
19

AsdetailedfurtheronthissitessectiononMediaandAdvertising ,manipulationofimagery,fakenewsandmoreareso
prevalentthatyoungpeopleinparticulararevulnerabletoalotofinfluencesfromallangles.
Withsuchconstantbombardmentofimagesofwhatbeauty,perfectionetcareallsupposedtobe,itisnowonderthatmany
relatedhealthissuesareincreasinginyoungerchildren,fromanxietyandstresstobulimiaandanorexia.

Bans,regulation,selfregulation,medialiteracy
Advertisingisinallareasofchildrenslives,fromtelevisioncommercials,toadplacementwithinprograms(andvideo
games),totoys,theInternet,mobiletelephones,andmore.
Theconcernsoftheimpactsonchildrenhasledtomanytryingtocontroladvertisinginsomeway.
WritinginapublicationfromtheNordicInformationCentreforMediaandCommunicationResearch(Nordicom),Ulla
Carlssonsummarizessomeoftheoptionsandapproaches:
Typesofmediagovernance
Formal

Informal
Marketforcesandrelations

Law
External

Pressuresandlobbies
Regulation
Publicopinionandcriticism

Internal

Management

Professionalism

Financialcontrol

Organizationalculture

Selfregulation

Normsandethics

20

UllaCarlsson,Regulation,Awareness,Empowerment.YoungPeopleandHarmfulMediaContentintheDigitalAge ,
Nordicom,June2006(p.13)

Aftergoingintotheseinabitmoredepth,Carlssonconcludesthatnoonemeasureisnecessarilyeffectiveonitsown,
theapproachestoprotectingminorsfromharmandoffenseinmediacontentlargelyboildowntothree
kinds:lawandregulation,selfregulationandcoregulationofthemedia.Nooneinstrumentofregulationis
sufficienttodayandinthefuturesomeformofeffectiveinteractionbetweenallthreekindsofmedia
http://www.globalissues.org/print/article/237

5/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

regulationthatis,betweengovernment,themediaandcivilsocietywillberequiredtoreachsatisfactory
results.Alltherelevantstakeholderswithingovernment,themediasectorandcivilsocietyneedtodevelop
effectivemeansbywhichtocollaborate.
21

UllaCarlsson,Regulation,Awareness,Empowerment.YoungPeopleandHarmfulMediaContentintheDigitalAge ,
Nordicom,June2006(pp.1415)
Banningadsandthefearorunintendedconsequences?
Sweden,since1991hasbannedalladvertisingduringchildrensprimetimeduetothoseconcernsmentionedaboveregarding
advertisingtochildrenbeingharmful.
TheEuropeanUnionisnowconsideringissuesrelatedtoadvertisingtargetedatchildrenandwhetherthereshouldbea
Europewidebanorregulation.
SinceApril2007,thehasUKbannedjunkfoodadvertisingduringtelevisionprogramsaimedatchildrenaged7to9.Asof
January1,2008,thatbanhasbeenextendedtoallchildrenunder16.
Somearguethatthisindustryprovidesjobsforpeoplesobanningadvertisingwouldbeilladvised.
Othersquestiontheeffectivenessofoutrightbansinadvertising.Forexample,abanwouldmeanlostrevenuesofmedia
outlets,asmanypouralargeamountofadvertisingrevenuesbackintoprogramming.
TheResponsibleAdvertisingandChildrenProgramme(RACP)isanindustryorganizationrepresentingadvertisers,agencies
andmediaworldwide.Theyarguethateducationandselfregulationisthewaytogo(asmostcompaniesinmostsectorstend
toargue),andalsowarnofjoblossesifthereareoutrightbans:
Webelievethateducatingchildrentounderstandthepurposeandcontextofmarketingcommunications
helpsthemtodeveloptheskillstocriticallyinterpretcommercialcommunicationsinthecontextoftheirdaily
lives.Thisiscrucialinpreparingthemforinteractionwiththerealityofamediafilledworld.
advertisingfinanceschildrensprogrammingonfreetoairtelevision.94%ofthenetrevenuescoming
fromadvertisingaimedatchildrenarereinvestedinchildren'sprogrammes.Inthedigitaleconomy,thereis
noalternativemethodtoensureinvestmentinoriginalchildren'sprogrammingandintheacquisitionof
programmerights.
Notonlydoesmarketingcommunicationshelptoguaranteequalitychildrensprogramming,italsoaids
competitioninthewidereconomy,createsjobsandenhancesconsumerschoicesofgoodsandservices.In
return,advertisersareactiveandenthusiasticsupportersofstrongselfregulationensuringthatwemeetthe
expectationsofparents,regulators,andsocietyatlarge.
Educationandselfregulationdelivereffectiveandresponsiblemarketingcommunications.
22

AdvertisingandChildren ,TheResponsibleAdvertisingandChildrenProgramme,18thMarch2007
Withlessprogrammingforchildren,theymayendupwatchingmoreadultcontent,asJulietSchornotes,alsowritinginthe
Nordicompublicationmentionedearlier.However,sheseemstodisagreewiththeviewabove,thatthereisnoalternative
toadvertisingforfinancingchildrensprogramming:
Bansalsoraisethepossibilityofnegativeunintendedconsequences.Forexample,ifabanonadvertisingto
childrenweretobeenacted,itwouldreducethefinancingavailableforchildrensprogramming.Ifthe
quantityandqualityoftheirprogrammingdeclined,childrenwouldbelikelytowatchmoreadultmedia.This,
http://www.globalissues.org/print/article/237

6/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

inturn,wouldexposethemtoothertypesofinappropriateadvertisingandcontent.Attheveryleast,
governmentregulationsonadvertisingneedtobecoupledwithadequatefinancingmechanismsforquality
childrensprogramming.
23

JulietSchor,Regulation,Awareness,Empowerment.YoungPeopleandHarmfulMediaContentintheDigitalAge ,
Nordicom,June2006(p.113)
Schoralsonotesthatoneexceptiontotheaboveconcernswouldbeinschools,wheretheadditionalconcernswithbans
(legal,logistical,pragmatic)arenotasdifficultinacontrolledenvironmentsuchasschool.
Inaddition,astudyfortheEuropeanCommissionfindsthat,
restrictivenationalregulatorymeasuresdonotnecessarilyhaveadirectnegativeimpactonadvertising
investmentforchildrensproducts.
Thisbeingthecase,thedifferentsituationsthatexistintheEuropeanUnioncountriesdonotappearto
favourtheadoptionofuniformregulatorymeasuresviaaDirective.Nationalprovisionsorselfregulatory
measurecodesappeartobemoreadequate.
24

TheimpactofcontrolmeasuresontelevisionadvertisingComparativeinternationalstudy ,AStudyfortheEuropean
Commission,July2005
ApaperinPediatrics,theofficialjournaloftheAmericanAcademyofPediatrics,notesthatmediaeducationhasbeenshown
tobeeffectiveinmitigatingsomeofthenegativeeffectsofadvertisingonchildrenandadolescents25.
Schoralsomakestheinterestingpointthatwhileeducationmaybeimportant(alsooneofthethingssuggestedabovebythe
RACP),itdoesntalwaysworkwhenneeded:
Industrypractitionerspointto[astudyshowingchildren]mistrust[advertising]asproofthatchildrencannot
beinfluenced.Buttheavailableresearchfindsthatthepresenceofskepticismdoesnotaffectdesireforthe
advertisedproduct,evenfornineandtenyearolds.Despiteexpressingdoubtsaboutads,kidsremain
vulnerabletotheirpersuasivepowers.Furthermore,althoughmedialiteracyhasbeenencouragedasa
solutiontosomeoftheproblemsraisedbychildrensinabilitytowatchadscritically,atleastsomeresearch
findsthatitdoesnotaffectchildrenwhiletheyareactuallywatchingads.Inonestudyofnineandtenyear
olds,exposuretoamedialiteracyfilmdidnotsubsequentlyaffecttheirthoughtswhiletheyviewed
advertisements,becausetheydidnotretrievetheconsumerknowledgetheylearnedfromthefilm.
JulietSchor,Regulation,Awareness,Empowerment.YoungPeopleandHarmfulMediaContentintheDigitalAge26 ,
Nordicom,June2006(p.107)
Infoodadvertising,forexample,SchornotesthatDecadesofstudiesshowthatfoodmarketingtochildreniseffective
(p.108.SeealsoPediatricStudiesLinkTVAdvertisingwith'GlobalFattening'27fromtheW.P.CareySchoolofBusiness,
UniversityofArizona,March29,2006).
Inaddition,foodadvertisingiscontributingtomajorchangesineatinghabits,leadingtoconcernsofobesityepidemicsin
theUSandelsewhere.Overthelongterm,foodmarketingislikelytoprovetobethemostharmfulcommercialinfluenceon
children,becauseitwillaffectsomuchalargefractionofchildren,withsuchseriousconsequencesfortheirhealthandwell
being.(p.109).
CanIndustrybetrustedtoSelfregulate?

http://www.globalissues.org/print/article/237

7/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

Schoralsofindclaimsofselfregulationbyfoodcompaniestobedubiousandisquotedagain:
Thefoodcorporationshavealsotriedtocontrolthediscoursebymakingsomeconcessions,andthrough
skillfuluseofpublicrelationsconcerningthoseconcessions.Forexample,Kraftrecentlygotwidecoverage
foranannouncementthatwasinterpretedasacommitmenttostopadvertisingasubsetofitsmostunhealthy
productstochildren,althoughtheactualchangewilllikelybelesssignificantthanwaswidelyinterpreted
McDonaldsgarneredwidespreadpositiveattentionforanannouncementthatitwasabandoningtheuseof
transfats,ashiftithasfailedtocarryout.TheCenterforConsumerFreedom,agrouporiginallyfundedby
PhilipMorris,whichalsoreceivesfundingfromrestaurantchains,softdrinkcompaniesandotherfood
corporations,hasengagedinsubstantialpublicrelations,advertising,researchandlobbyingactivityinorder
todiscreditfoodindustrycritics.InJanuary2005,industryformedtheAllianceforAmericanAdvertising
(AAA),aneworganizationwhosepurposeistoprotectcompaniesrightstoadvertisetochildren.TheAlliance
includesKellogg,GeneralMillsandKraft,andhasopenlyquestionedthelinkbetweenadvertisingand
obesity,arepriseoftobaccostrategy.TheformationoftheAAAshouldbeinterpretedasasignthatthecritics
aremakingprogresshowever,thecurrentpoliticalenvironmentishardlyfavorable.
JulietSchor,Regulation,Awareness,Empowerment.YoungPeopleandHarmfulMediaContentintheDigitalAge28,
Nordicom,June2006(p.102)
29

Sincewritingtheabove,anumberoffoodcompanieshavesaidtheywillvolunteertocutadsdirectedtowardschildren ,as
reportedbytheInternationalHeraldTribune(December11,2007).Thecompanies,CocaCola,GroupeDanone,Burger
King,GeneralMills,Kellogg,KraftFoods,Mars,Nestl,PepsiCo,FerreroandUnilever,agreednottoadvertisefoodand
beveragesontelevisionprograms,Websitesorinprintmediawherechildrenunderage12couldbeconsideredatarget
audience,exceptforproductsthatmetspecificnutritioncriteria.
Whilesuchanannouncementseemswelcome,givenSchorsconcernsabove,someskepticismmaybewise.Withpublic
awarenessofsuchissuesinEuropeincreasinginrecentyears,companiesmayhaveahardertimeavoidingsuch
responsibilities,selfimposedornot,somaybecriticsofadvertisinghavethattoholdontoashopethatthisisindeeda
positivemove.
3yearsonfromtheaboveannouncement,TheFoodAdvertisingtoChildrenandTeensScore(FACTS)30anorganization
developedbyYaleUniversitysRuddCenterforFoodPolicyandObesitytoscientificallymeasurefoodmarketingtoyouth
foundthatsomeofthepledgestoreduceadvertisingtochildrenhadactuallyreversed.
Inadetailedstudy,itfoundthatthefastfoodindustrycontinuestorelentlesslymarkettoyouth.Forexample,
Theaveragepreschooler(25)seesalmostthreeadsperdayforfastfoodchildren(611)seethreeandahalfand
teensseealmostfive.
ChildrensexposuretofastfoodTVadsisincreasing,evenforadsfromcompanieswhohavepledgedtoreduce
unhealthymarketingtochildren.
Childrenseemorethanjustadsintendedforkids.Morethan60%offastfoodadsviewedbychildren(211)werefor
foodsotherthankidsmeals.
Some$4.2billionwasspentin2009,afifthofwhichwasbyMcDonaldsalone.TVaccountedforthebulkoftheadvertising
(86%)thoughInternetmarketingwasincreasing.(Seep.51oftheirmainreport,EvaluatingFastFoodNutritionand
MarketingtoYouth31(November2010),forthedetails)
Theorganizationsuggestedchangingtheindustrydefineddefinitionoftelevisionprogramsthatrequirerestrictionsonthe
typeofadvertisingaimedatchildren.Ratherthanrestrictionsonlyapplyingwhentheprogramiscreatedsolelyforchildren,
itwantsabroaderstandard,suchasthetotalnumberofchildrenthatwatchaprogram.Thatwouldextendthereachofchild
http://www.globalissues.org/print/article/237

8/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

friendlyadvertisingguidelinestosuchbroadlypopularshowsasAmericanIdolandGlee.(Seep.14ofthereport)
AsofJanuary1,2008,theUKhasextendedtheApril2007banofjunkfoodadsaimedat7to9yearoldstobanjunkfoodads
forallchildrenunder1632.However,campaignersfeelthebanisflawed33asitonlyappliestochildrensprogramming,not
sayfamilyshows.Theywantthebanextendedtoallprogramsbeforethewatershed(9pm).
Inaddition,theconcernsraisedabovebySchorandothersaboutlessadrevenueandthusreducedqualityprogrammingare
allsurfacinghere.ABBCnewstelevisionbroadcastreportingonthisalsonotedthatsomebroadcastersareconsidering
advertisingfromothersectors,evencarmanufacturers.Ifthisoccurs,thenthiswillbeusingsocallednagfactormarketing,
wheresuchadvertisingaimstogetchildrentonagtheirparentstobuyaproduct/service(discussedmorebelow).
AChannel4broadcastintheUK(January8,2008)alsonotedthatsomecompanies,ratherthendirectlyadvertisingto
children,aresponsoringchildrensprogramssothattheirbrandingisstillprevalentandincreasingadvertisingonthe
Internet.
Inthatsamebroadcast,thereporterinterviewedtheChiefExecutiveoftheAdvertisingAssociation,BaronessBuscombewho
saidthatthistypeofadvertisingisresponsible,anditsfun!itsentertaining!Itishardtotellwhatismoresurprising,that
shesaiditwasfunandentertaining,orthatthereporterdidntchallengeherastowhatthathadtodowithadvertiserstrying
toskirtaroundthebanandstilltargetchildren.
Anothertypeofapproachthathasbeentakentoaddresssomeoftheseconcernsarecounterads.Thesehavebeen
reasonablysuccessfulincampaigningagainsttobaccousebychildren,forexample.Butithasnotbeenassuccessfulonwider
issuesasSchoronceagainisquoted:
Todate,thisstrategyhasbeenstymiedbythefactthattrulypowerfulantiadmessagingisdifficulttogeton
theairwavesandalmostimpossibletosustain.TheTruthcampaignwasendedquickly.Thenetworkshave
repeatedlyrefusedtoshowAdbustersanticonsumeristads,inpartongroundsthattheywilloffendtheir
advertisers.Surprisingly,therearenoFirstAmendmentrightsforgroupsthatwanttopromoteananti
consumeristmessage.Mediaoutletsarecorporateentitiesthatdependonothercorporateentitiestoearn
profits,andtheyhavehistoricallyresistedmessagesthatjeopardizethatrelationship.
34

JulietSchor,Regulation,Awareness,Empowerment.YoungPeopleandHarmfulMediaContentintheDigitalAge ,
Nordicom,June2006(p.114)
Taxingjunkfood?
Somestudiessuggestthateconomicinstruments(suchaspricerisesortaxation)ofunhealthyfoodsmighthaveaneffect,but
itisnotguaranteed.Forexample,
Thisreviewfoundnodirectscientificevidenceofacausalrelationshipbetweenpolicyrelatedeconomic
instrumentsandfoodconsumption,includingfoodshighinsaturatedfats.Indirectevidencesuggeststhat
suchacausalrelationshipisplausible,thoughitremainstobedemonstratedbyrigorousstudiesin
communitysettings.
C.Goodman,A.Anise,Whatisknownabouttheeffectivenessofeconomicinstrumentstoreduceconsumptionoffoods
35

highinsaturatedfatsandotherenergydensefoodsforpreventingandtreatingobesity? ,HealthEvidenceNetwork,
WorldHealthOrganisation,July2006
Whatisnotclearfromsuchstudiesisdoesitmeasuretheimpactofhabituation?Thatis,onceyouopenPandorasbox,isit
hardertoclose?Doesthismeanthatdifferentmeasurescouldapplytodifferentagegroups?E.g.ifpricerisesorsomekind
ofregulationonadvertisingtoolderchildrenandadultshaslimitedeffect,doesthatnecessarilyapplytoyoungerchildren?
http://www.globalissues.org/print/article/237

9/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

Andifyoungerchildrenhavelessadvertisingtargetedattheminearlyages,willsuchregulationbeneededastheygrowolder
orwouldculturalnormsjustresultinlessofit,naturally?
Thefoodindustrywillofcoursebeagainstmeasuressuchastaxingjunkfood,insteadpreferringthingslikeexerciseand
individualresponsibilityinstead(thoughanindividualoftenpoorontimeversusprofessionalmarketingusually
suggestsanimbalanceinavailableinformationanddecisionmaking).
36

InmidNovember,2010,theBBCsPanoramaexploredthisnotionoftaxingthefat ,sayingthatBritainisthefattest
nationinEurope,andwonderedwhetheritwastimetoconsidersuchataxasitmayhelptheNationalHealthServiceafford
thevariouscostsassociatedwiththisproblem.
ThedocumentaryalsowenttoDenmarkthefirstcountryintheworldtoimplementsuchataxtoseehowitwasworking
there,andtotheUS,whereitexplainedhowaproposaltotaxsugarydrinkslikeCocaColahasmetwithfierceopposition.
ItfoundthatthereweresignsofyoungpeoplelosingweightinthealreadyheavilytaxedDenmark,althougholderadultswere
stillgainingweight.
ThedocumentaryalsoimpliedthatthecurrentUKHealthSecretarywasntkeenontheideaandthathisviewwasinlinewith
thefastfoodindustry,astargetsandothermeasuresmaybelowered,aswellasfundingforcurrenthealthcampaignsfor
moreactivelives.
Exerciseandindividualresponsibilityhasbeenthefoodindustryspreferredalternativetoregulation(itavoidsextracosts
ontheindustry,whichindustryrepresentativesclaimwouldcostjobsandcompetitiveness,andwhileittransfersextra
burdenandcostontoconsumers,theyareoftenreadytosellmoreinrelationtothatasdescribedfurtherbelow).
However,thedocumentaryalsonotedthatmoreandmorestudiesareshowingthatwhilebothdietandexercisearecrucialto
healthylives,thebalanceisntnecessarily5050.Instead,dietappearstohaveamuchlargerbearingonpeopleshealthand
obesity.Inaddition,thenumerousamountsofcaloriesnowavailableinfastfoodsaresohighthatthelevelsofexercise
neededtoburntheexcessoffisimmense.Manypeoplewouldnthavethattime.
Onepotentialuseofthetaxwouldbetosubsidizehealthierfoodssuchasfruitsandvegetables.But,apotentialproblemwith
taxingjunkfoodisthatmanyfruitsandotherhealthyingredientsareoftenusedinunhealthyfoodssuchassweetsandsugary
drinks,andevencosmeticsandotherproductssuchasshampoos.Sohowcanyouensurethetaxproceedsareused
appropriately?)

CorporatizationofEducation
TheeducationsystemintheUSA,forexample,hasturnedintoahugelyprofitablebusiness37estimatedtobewortharound
$650billion.FromcommercialfilledChannelOne38whichmanystudentsmustwatch,sponsoredandselectiveeducational
39

40

material ,tocommercializedschoolfieldtrips theschoolsystemisbombardedbycommercialism.

AswellaschildrenbeingtargetedviatheeducationsystemintheUSA,asmentionedabove,thereisincreasingconcernatad
41

campaignsthatareincreasinglytargetingchildren tobeconsumersandoverlyconsciousaboutmaterialisticthings,perhaps
evenattheexpenseofhumanqualities.Oneofthemainreasonsforsuchafascinationinchildreninthiswayisbecauseofthe
potentialpurchasingpowerthatchildrenhave.
InmypracticeIseekidsbecomingincrediblyconsumerist,saidKanner,whoisbasedattheWright
Institute,agraduatepsychologyschoolinBerkeley,Calif.ThemoststarkexampleiswhenIaskthemwhat
theywanttodowhentheygrowup.Theyallsaytheywanttomakemoney.Whentheytalkabouttheir
friends,theytalkabouttheclothestheywear,thedesignerlabelstheywear,notthepersonshuman
http://www.globalissues.org/print/article/237

10/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

qualities.

Inthe1960s,childrenaged2to14directlyinfluencedabout$5billioninparentalpurchases,McNeal
[professorofmarketingatTexasA&MUniversity]wrote[inanApril1998articleinAmericanDemographics].
Inthemid1970s,thefigurewas$20billion,anditroseto$50billionby1984.By1990,kidsdirect
influencehadreached$132billion,andin1997,itmayhavepeakedataround$188billion.Estimatesshow
thatchildrensaggregatespendingroughlydoubledduringeachdecadeofthe1960s,1970s,and1980s,and
hastripledsofarinthe1990s.
MiriamH.Zoll,PsychologistsChallengeEthicsOfMarketingToChildren42,AmericanNewsService,April5,2000
Andpossiblyasanexampleofamorebizarresoundinguseofresourcestogetchildrentobecomemoreactive,inBritain,a
chocolatecompanywaspromotingsportsequipmentinreturnforvouchersandcouponsfromchocolatebars.Themoreyou
ate,themoresportsequipmentyouwouldget,presumablytoburnofftheexcesseseaten!TheUKsFoodCommissioncalled
thisabsurdandcontradictoryandpointedoutthatifchildrenconsumedallthepromotionalchocolatebarstheywouldeat
nearlytwomillionkilosoffatandmorethan36billioncalories.
43

TheBBC,reportingonthis(April29,2003 ),commentedthefollowing,amongstotherthings:
Onesetofpostsandnetsforvolleyballwouldrequiretokensfrom5,440barsofchocolate
Thiswouldrequirespending2,000(about$3,500)onchocolateandwolfingtheirwaythrough1.25millioncalories,
some2millionkilosoffat.
Abasketballwouldbe170barsofchocolate,which,ifitweretobeburnedoff,a10yearoldchildwouldneedtoplay
for90hours.
Whiletheconfectionarycompaniessuggestedthatchildrenweregoingtoeattheseanyway,othersraisedconcernsthatthisis
promotingmoreunhealthyeating.ThechairmanoftheUKgovernmentsobesitytaskforce,ProfessorPhilJames,said:
Thisisaclassicexampleofhowthefoodandsoftdrinkindustryarefailingtotakeonboardthattheyaremajorcontributors
toobesityproblemsthroughouttheworld.Theyalwaystrytodivertattentiontophysicalactivity.
Whatismore,asmostBritishmediaoutletsalsohighlighted,thenMinisterforSport,RichardCaborn,endorsedit.
Butthisisnottheonlyexample.Foryears,othercompanieshavelinkedtheirfoodstosuchschemesforeducationalorsports
44

equipmentforschools.Whattheygetforsellingthisisbranding andfutureconsumers.
Thishasalsobeenanexampleofcontroversialschoolcommercialization45whichwasunanimouslycondemnedatalarge
teachersunionconferenceinEnglandaroundthesametime.
Andtowardstheendof2007,astheUKGovernmentlaunchesaninquiryintothepossibleharmfuleffectsofadvertisingon
children46 ,theBBCreportsexamplesofcompaniesintheclassroom47,suchasasweetcompanysproductsbeingusedin
scienceexperiments,anddocumentariesbeingfundedinpartbycommercialagendas.

Asmallexampleofeffectsofchildconsumerism
Candyandsweetsareoftenputonstandsinshopsattheeyelevelofchildren.Whileitwouldbehealthiertohavefoods,like
fruitsandvegetablesinthoseplaces,thebrightcolorsandpackagingusedtosellsweetsaremorelikelytoattractchildrens
attention.
Thedictumofconsumerismandcorporatecapitalismdictatesthatsocialgoodcomesthroughsubtlegreedandmeeting
http://www.globalissues.org/print/article/237

11/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

demandsofpeople.Yet,puttingcandyattheeyelevelofchildrencreatesademandthatotherwisemaynothavebeenthere,
ornothavebeenthereinasmuchintensity.Likewise,highlycaffeinatedsoftdrinksthatarebeingconsumedmoreandmore,
havenegativehealtheffects48.
Inalatersection,wewillseeadeeperpatternofwasteofwhichthisisapart.Thatis,thesugarandrelatedindustries,suchas
confectionaries,sodadrinksetc,expendmanyresources(naturalresources,labor,capitaletc)onsomethingthatissocostly
tosociety(whichrequiresspendingevenmoreresourcestodealwiththosecosts).Yet,withinourcurrentsystem,allthese
expendituresarecountedtowardsGDPs!Hence,thiswasteisnotrecognizedasitisbuiltintooursystem!
Andtheinfluentialimpactonchildrenprovidesalongerlastingeffectthatcancontinuethesecycles.
Whatismosttroublingisthatchildrensculturehasbecomevirtuallyindistinguishablefromconsumer
cultureoverthecourseofthelastcentury.Theculturalmarketplaceisnowakeyarenafortheformationof
thesenseofselfandofpeerrelationships,somuchsothatparentsoftenarestuckbetweengivingintoakids
purchasedemandsorriskingtheirchildbecominganoutcastontheplayground.
Childrenconsumersgrowuptobemorethanjustadultconsumers.Theybecomemothersandfathers,
administrativeassistantsandbusdrivers,nursesandrealtors,onlinemagazineeditorsandassistant
professorsinshort,theybecomeuswho,inturn,makemoreofthem.
Childhoodmakescapitalismhumoverthelonghaul.
DanCook,AssistantProfessorofAdvertisingandSociologyattheUniversityofIllinois,LunchboxhegemonyKidsand
theMarketplace,Then&Now49 ,LiPMagazine,August20,2001

ParentalversusCorporateInfluence.
Tosomeextent,thecriticismsleveledatparentsfornotbeingresponsiblefortheirchildreniswellplaced.Therearemany
childrenwhoappearnottobeadverselyaffectedbyallthesethings,soperhapstheirparentshaveinstilledgoodvaluesin
them.Yet,atthesametime,parentsarecontendingwithmanycommercialentitieswhichallhaveprofessionalpsychologists,
salesandmarketingexpertsaswellascorporatelawyersandlobbyiststohelpcontinuesuchtrends.
Parentsalsohaveahardtimeprovidingguidanceandinfluenceontheirchildrenwhentherearesomanyconflicting
influencesfromoutside:
Kidsnotonlywantthings,buthaveacquiredthesociallysanctionedrighttowantarightwhichparentsare
loathtoviolate.Layeredontodirectchildenticementandthesupposedautonomyofthechildconsumerare
thedaytodaycircumstancesofoverworkedparents:adailybarrageofrequests,trickyfinancialnegotiations,
andthatnagging,unspokendesiretobuildthelife/styletheyhavelearnedtowantduringtheirchildhoods.
DanCook,AssistantProfessorofAdvertisingandSociologyattheUniversityofIllinois,LunchboxhegemonyKidsand
theMarketplace,Then&Now50,LiPMagazine,August20,2001
Itisespeciallyhardforparentsiftheythemselvesgrewupwithaspectsofthatconsumeristculture:
Thechildrensmarketworksbecauseitlivesoffofdeeplyheldbeliefsaboutselfexpressionandfreedomof
choiceoriginallyappliedtothepoliticalsphere,andnowalmostinseparablefromthecultureof
consumption.Childrenscommercialculturehasquitesuccessfullyusurpedkidsboundlesscreativityand
personalagency,sellingthesebacktothemandusasempowerment,atermthatappeasesparentswhile
shieldingmarketers.
http://www.globalissues.org/print/article/237

12/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

Linkingonessenseofselftothechoicesofferedbythemarketplaceconfusespersonalautonomywith
consumerbehavior.But,trytellingthattoakidwhoonlyseesyoustandinginthewayoftheChuckECheese
ifiedversionoffunandhappiness.Kidsarekeentotheadultchildpowerimbalanceandtoadulthypocrisy,
especiallywhentheyaretoldtoholdtheirdesiresincheckbyaparentwhoisblindtoherorhisown
materialisticimpulses.
DanCook,AssistantProfessorofAdvertisingandSociologyattheUniversityofIllinois,LunchboxhegemonyKidsand
theMarketplace,Then&Now51,LiPMagazine,August20,2001
JulietSchor,citedearlier,alsotakesissuewiththeapproachthatmanycompaniestakewhenfacedwithcriticismfortheir
advertising:toimplythatitisparentsresponsibilitytooverseewhattheirchildrendoandsee.
Inresponsetothecritics,industryhasbeenvigilantaboutfendingoffgovernmentregulationandcontrol.In
caseswhereindustryacceptstheneedtoprotectchildren(e.g.,alcohol,violenceandotheradultcontent),it
hasturnedtoselfregulationandvoluntaryratingsschemes.Typically,theserelyonparentaloversight.
(Thisisconsistentwithanoverarchingindustryposition,whichisthattheresponsibilityforprotecting
childrenliesmainlywithparents,notcorporationsorthegovernment.)
JulietSchor,Regulation,Awareness,Empowerment.YoungPeopleandHarmfulMediaContentintheDigitalAge52,
Nordicom,June2006(p.111)
However,companieshavefarmorepowerandinfluencegenerally:
Today,thebulkofadvertisingtochildrenisdonebyasmallnumberofmultibilliondollarcorporations.
Thesecorporationsnotonlyhaveenormouseconomicpower,buttheirpoliticalinfluencehasneverbeen
greater.Theyhavefunneledunprecedentedsumsofmoneytopoliticalpartiesandofficials.
Thepowerwieldedbythesecorporationsisevidentinmanyways,fromtheirabilitytoeliminate
competitorstotheirabilitytomobilizestatepowerintheirinterest.
JulietSchor,Regulation,Awareness,Empowerment.YoungPeopleandHarmfulMediaContentintheDigitalAge53,
Nordicom,June2006(pp.114115)
Schoralsotakesexceptiontowhatseemstobecompaniesattemptstolimitaccountabilitybyshiftingextraburdensand
responsibilitiestoparents:
Corporateandstateabdicationofresponsibilityisrationalizedonthegroundsthatresponsibilityforadverse
childoutcomes(e.g.,obesity,psychologicaldisorders)lieswithparents.Boththeadagenciesandtheirclient
companiestakethispointofview.Thecorporationsmandateistomakemoney,thegovernmentsistohelp
themdoso.Whilesometimescorporationsactinsuperficiallyprosocialwayswhichmightseemtoindicate
responsibility(e.g.,fundingexerciseprogramsorpositivenutritionalmessages),theyareusuallyquiteopen
aboutthefactthattheyareactingtoforestallregulatoryaction,andavoidadversepublicity,ratherthan
becausetheyarewillingtoacceptresponsibilityfortheconsequencesoftheiractions.However,theindustry
positionreliesonanexcessivelyheroicviewofparents,andtheirabilitytoprevailagainstthecorporate
giants.Indeed,parentsarelosingcontrolovertheirchildrensenvironmentsinprofoundways.Thisisdueto
anumberoffactors,includingtheconcertedattemptsofthecorporationstowrestthatcontrol.Atthecoreof
thecorporatestrategyistheattempttoundermineparentalauthority,throughdirecttargetingofchildren,
socallednagfactormarketing,deliberateantiparentmessages,andinfiltrationofparentfree
environmentssuchasschools.

http://www.globalissues.org/print/article/237

13/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

Economicpressures,suchastheneedforhouseholdstoworkmanymorehourstosupportthemselveshave
alsounderminedparentalcontrol.
JulietSchor,Regulation,Awareness,Empowerment.YoungPeopleandHarmfulMediaContentintheDigitalAge54 ,
Nordicom,June2006(pp.116117)
Schoralsoaskswhyitisthatgovernmentstypicallyacknowledgetheirownrolewhenparentsfailtopreventorengagein
violence,neglect,andabuse,yetwhenitcomestoaddressingharminducedfromcommercialism,governmentsareless
visibleintheiractions.(p.117)
BaronessBuscombe,ChiefExecutiveoftheAdvertisingAssociationinUK,wasmentionedearlierwhentalkingofcompanies
tryingtoworkaroundtheUKbanofjunkfoodadvertisingduringchildrensprograms.ShealsovoicedthelinethatSchor
findstypicalfromsuchassociationsandrelatedinterest,sayingthatitisnotadvertisingthatisaffectingthevolumeoffood
theyareeating,itisparentalresponsibility
So,ifadvertisersclaimitisparentalresponsibilityandadvertisinghaslittleornoeffectonchildren,thenwhyaretheydoing
it?

Commercializationofchildhooditself
Commercializationofpublicandreligiousholidayshelpspromotesalesaswell.Christmastimeinnumerouscountries,such
astheUnitedStates,seesaveryhighamountofconsumerism.Thetoyindustryforexampledepends55onChristmasquitea
lot.ThepromotionofSt.Nicholas/SantaClaus/FatherChristmasandanalmostbenignfactory(orworkshop)ofelvesandso
forthproducingtoysforfree,wasaboosttocommercializeChristmas,especiallyforchildren.
TherecenthypeandsuccessofHarryPotter,aswellasotherchildrenscharactershasledtofurthersalesfortoy
manufacturers.Butaswellasperhapsbringingjoyandfuntochildren,asareportfromU.S.basedNationalLabor
Committeesays,forworkerswhohavetomakethesetoys,thesecanbeToysofMisery.Quotedfromthatreporthereat
length,ispartofthepreface:
WhenyougointoaWalMartoraToys'R'UsstoretopurchaseHarryPotterorDisneysMonstersInc.,
MattelsBarbie,SesameStreet,HasbrosStarWarsorPokemondoyoueverthinkoftheyoungwomenin
Chinaforcedtowork16hoursaday,from8:00a.m.to12midnight,sevendaysaweek,30daysamonth,for
monthsonend,forwagesof17centsanhour?Workersforcedtoworkovertime,butcheatedoftheirpay?Do
youeverimaginewomenworkingalldaylongin104degreetemperatures,handlingtoxicglues,paintsand
solvents,womenfainting,nauseous,sicktotheirstomachs?Womenhoused16toadormroomandtryingto
getbyonfourhoursofsleepanight?Workerswhosebodiesache,whoareexhaustedfromracingthroughthe
sameoperations3,000timesaday,dayinanddayout?Womenwhoarefiredwhentheygetsick?Workers
whohavenorights,andwhoiftheytrytodefendtheirmostbasic,internationallyrecognizedhumanand
workerrights,willbeimmediatelyfiredandblacklisted?Workerswhoarewornoutandusedupbythetime
theyreach30or35yearsofageandareremovedtobereplacedwithanothercropofyoungteenagers?
Unfortunately,thisistherealworldbehindthetoyswepurchaseintheUnitedStates.Andwedopurchasea
staggeringnumberoftoyseachyear:3.6billiontoysintheyear2000alone76milliondolls,349million
plushtoys,125millionactionfigures,279millionhotwheelsandmatchboxcars,88millionsportinggoods
itemsandsoon.Thisisbigindustry.Wespend$29.4billionayearontoys.
Eightypercentofallthetoyswepurchaseareimports,and71percentofthosearefromChina.Morethanone
outofeverytwotoyswepurchaseintheU.S.ismadeinChina.Wepurchasehundredsofmillionsoftoyseach
yearthataremadeinChina,butwhenwasthelasttimeweheardfromatoyworkerinChinaabouttheir
http://www.globalissues.org/print/article/237

14/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

workingconditionsandlives?Evenonce?Ever?Isntitalittlestrangethatweknowsolittle?
In2000,U.S.toycompaniesspent$837milliononadvertising.Thecompaniesdonotwantustoknoworto
think,justtobuy.
ToysofMiseryAReportontheToyIndustryinChina56 ,NationalLaborCommittee,December2001
Anotherexamplerelatedbothtochildrenaswellasthemoregeneralcultureandmedia,isthatofDisney,asmentionedon
thiswebsitesmediaownership57section.
Noonesreallyworryingaboutwhatits[advertisingtochildren]isteachingimpressionableyouth.Hey,Imin
thebusinessofconvincingpeopletobuythingstheydontneed.
anadvertisingexecutive,inBusinessWeek,August11,1997,quotedbyRichardRobbins
Schorisconcernedabouttheimplicationsofallthis:
Theuncheckedgrowthofcorporatepower,anditsfusionwithstatepower,hasledtoasituationinwhich
childrensinterestsandwellbeingcannotbeadequatelyensured.Whatchildreneat,theprogrammingthey
watch,thetoystheyplaywith,thecurriculumstheylearninschools,perhapsthenameoftheirschool
gymnasium(orschool),andeventhebookstheyreadareprovidedbycompanieswhosecommitmentto
theirwelfareisminimalorabsent.Publicpolicytoprotectchildren,whichfordecadeshasbeenthebasisof
societysresponsetoproblemsgeneratedinthemarket,willnotbeforthcoming.Thisisthenewrealitythat
childrensadvocatesmustconfront.
JulietSchor,Regulation,Awareness,Empowerment.YoungPeopleandHarmfulMediaContentintheDigitalAge58,
Nordicom,June2006(p.116.Emphasisisoriginal)
Somemaystillarguethatthereisnotanythingwrongwithbusinessestryingtomakesalesandprofit.However,theeffectsof
thingslikemassconsumption,theintenseadvertising,andtargetingtochildrenanditsimpactsoversomanyaspectsofdaily
livesisofconcern.
Theeffectsofconstantlybuyingthingswhilediscardingolderbutoftenfunctioningthings,alsoincreasesdemandsonthe
worldsresourcesforthisconsumption,resultinginmorewastetobemanagedandevenmoreexploitationotherpeopleto
laboroverthis(insomecases,poorchildrenareproducingitemssuchastoysthatrichchildrenplaywith),andsoon.
Fromadifferentperspectivealtogether,thelaboremployedbytheadvertisingindustrydirectedtowardschildrencouldbe
anotherexampleofwastedlabor,(whichthereforewastescapitalandresources),andthatlaborcouldbeusedmore
effectivelyandefficientlyelsewhere.(Wewilllookatthisnotionofwastedlaborabitfurtheroninthissectionon
consumptionandconsumerism.)
Andallthiswhilemanystillgohungryandpoorbecausetheirlandsarebeingusedtoexportawayfoodandotherresources
forproducingproductstobeconsumedelsewhere.Itisinthiswaythatthepressureanddriveforprofitshasledtoanover
commercializedconsumerism,whichhaswidereffectsaroundtheworldandontheunseenmajoritypeoplesoftheworld,
whichwelookatnext.
Imagecredits:Variationinbodyfat,byWalterSiegmund59 Kyotoarcade,byEthanHein60McDonaldsHappyMeal
byChristinaKennedy61

Wherenext?
http://www.globalissues.org/print/article/237

15/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

Relatedarticles
1. CreatingtheConsumer
2. ChildrenasConsumers
3. EffectsofConsumerism
4. Tobacco
5. Obesity
6. Sugar
7. Beef
8. Bananas
9. WastedWealth,Capital,LaborandResources
10. MathematicsofWastedLaboranExample

OnlineSources:
(Notethatlistedhereareonlythosehyperlinkstootherarticlesfromotherwebsitesorelsewhereonthiswebsite.Other
sourcessuchasjournal,booksandmagazines,arementionedaboveintheoriginaltext.Pleasealsonotethatlinkstoexternal
sitesarebeyondmycontrol.Theymightbecomeunavailabletemporarilyorpermanentlysinceyoureadthis,dependingon
thepoliciesofthosesites,whichIcannotunfortunatelydoanythingabout.)
1. http://www.ftc.gov/opa/2007/06/childrenadsstudy.shtm
2. http://www.apa.org/news/press/releases/2004/02/childrenads.aspx
Note,iftheabovelinkhasexpired,pleasetrythefollowingalternative
http://www.apa.org/pubs/info/reports/advertisingchildren.aspx
3. http://news.bbc.co.uk/1/hi/education/7134943.stm
4. http://www.commercialexploitation.com/factsheets/facts.htm
5. http://www.cbsnews.com/stories/2007/05/14/fyi/main2798401.shtml
6. http://www.fastfoodmarketing.org/
Note,iftheabovelinkhasexpired,pleasetrythefollowingalternative
ThiswasalsoreportedintheBritishMedicalJournal,November10,2010,BMJ2010341:c6406
http://www.bmj.com/content/341/bmj.c6406.full
7. http://www.teenresearch.com/PRview.cfm?edit_id=378
8. http://www.nytimes.com/2004/11/28/magazine/28WWLN.html
9. http://www.csmonitor.com/2000/0918/p1s1.html
10. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
11. http://www.mediachannel.org/originals/kidsell.shtml
12. http://www.nordicom.gu.se/clearinghouse.php
13. http://www.lipmagazine.org/articles/featcook_124.shtml
Note,iftheabovelinkhasexpired,pleasetrythefollowingalternative
http://www.alternet.org/story/11370/lunchbox_hegemony_kids_%26_the_marketplace%2C_then_%26_now
14. http://www.csmonitor.com/2000/0918/p1s1.html
15. http://www.nytimes.com/2004/11/28/magazine/28WWLN.html
http://www.globalissues.org/print/article/237

16/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

16. PascalineDumont,'Temptationfreetelevisionforchildren?',TheCourier,UNESCO,September2001,
http://unesdoc.unesco.org/images/0012/001235/123512e.pdf#123473
17. 'TelevisionAdvertisingLeadstoUnhealthyHabitsinChildrenSaysAPATaskForce',AmericanPyschological
Association(APA),February23,2004,
http://www.apa.org/news/press/releases/2004/02/childrenads.aspx
Note,iftheabovelinkhasexpired,pleasetrythefollowingalternative
http://www.apa.org/pubs/info/reports/advertisingchildren.aspx
18. http://www.apa.org/news/press/releases/2004/02/childrenads.aspx
Note,iftheabovelinkhasexpired,pleasetrythefollowingalternative
http://www.apa.org/pubs/info/reports/advertisingchildren.aspx
19. GlobalIssues:MediaandAdvertising,Lastupdated:Sunday,March04,2012,
http://www.globalissues.org/article/160/mediaandadvertising
20. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
21. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
22. http://www.responsibleadvertising.org/advertisingandchildren.asp
23. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
24. http://www.aeforum.org/aeforum.nsf/88e10e9813be5a4780256c5100355eb1/df9b29016af0447180256fc7005c39eb?
OpenDocu
ment
25. 'Children,Adolescents,andAdvertising'PediatricsVol.118No.6December2006,pp.25632569,
http://pediatrics.aappublications.org/cgi/content/full/118/6/2563
26. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
27. http://knowledge.wpcarey.asu.edu/article.cfm?articleid=1213
28. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
29. http://www.iht.com/articles/2007/12/11/technology/adban.php
30. http://www.fastfoodmarketing.org/
31. http://www.fastfoodmarketing.org/media/FastFoodFACTS_Report.pdf
Note,iftheabovelinkhasexpired,pleasetrythefollowingalternativelocations:
Theirsummaryreportisabitshorter
http://www.fastfoodmarketing.org/media/FastFoodFACTS_Report_Summary.pdf
TheBritishMedicalJournalalsoprovidesausefulsummary
http://www.bmj.com/content/341/bmj.c6406.full
32. 'Banonjunkfoodadsintroduced',BBC,January1,2008,
http://news.bbc.co.uk/1/hi/health/7166510.stm
33. 'Junkfoodadcrackdown'flawed'',BBC,December20,2007,
http://news.bbc.co.uk/1/hi/health/6196743.stm
34. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
35. http://www.aeforum.org/aeforum.nsf/88e10e9813be5a4780256c5100355eb1/8692c6dfc8234279802571f8004129f6?
OpenDocu
ment
Note,iftheabovelinkhasexpired,pleasetrythefollowingalternative

http://www.globalissues.org/print/article/237

17/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

http://www.euro.who.int/document/e88909.pdf
36. http://www.bbc.co.uk/iplayer/episode/b00w4dsy/Panorama_Tax_the_Fat/
37. EducationIndustry,CorpWatch,8December2001,
http://www.corpwatch.org/issues/PII.jsp?topicid=115
38. 'WhatsonChannel1?',CenterforCommercialFreePublicEducation,July8,1998,
http://www.corpwatch.org/article.php?id=888
39. TheCenterforCommercialFreePublicEducation,
http://www.commercialfree.org/commercialism.html
40. JimHightower,'TeachingCommercialism',InTheseTimes,October28,2003,
http://www.inthesetimes.com/comments.php?id=415_0_2_0_C
41. 'AdsAndKids:HowYoungIsTooYoung?',MediaChannel.org,
http://www.mediachannel.org/atissue/consumingkids/front.shtml
42. http://www.mediachannel.org/originals/kidsell.shtml
43. ''Chocolateforfootballs'schemecriticised',BBC,April29,2003,
http://news.bbc.co.uk/2/hi/uk_news/2984069.stm
44. 'Schoolsgiveawaysaremarketer'sdream',BBC,April29,2003,
http://news.bbc.co.uk/2/hi/uk_news/2984995.stm
45. JustinParkinson,'Alarmatschoolcommercialisation',April22,2003,
http://news.bbc.co.uk/2/hi/uk_news/education/2966627.stm
46. 'Adsimpactonchildrenprobed',BBC,December9,2007,
http://news.bbc.co.uk/1/hi/education/7134943.stm
47. 'Thecommercialisationofourclassrooms',BBC,December9,2007,
http://news.bbc.co.uk/1/hi/education/7134401.stm
48. 'TheDrugOfANewGeneration',TheNationMagazine,April27,1998,
http://past.thenation.com/issue/980427/0427cord.htm
49. http://www.lipmagazine.org/articles/featcook_124.shtml
Note,iftheabovelinkhasexpired,pleasetrythefollowingalternative
http://www.alternet.org/story/11370/lunchbox_hegemony_kids_%26_the_marketplace%2C_then_%26_now
50. http://www.lipmagazine.org/articles/featcook_124.shtml
Note,iftheabovelinkhasexpired,pleasetrythefollowingalternative
http://www.alternet.org/story/11370/lunchbox_hegemony_kids_%26_the_marketplace%2C_then_%26_now
51. http://www.lipmagazine.org/articles/featcook_124.shtml
Note,iftheabovelinkhasexpired,pleasetrythefollowingalternative
http://www.alternet.org/story/11370/lunchbox_hegemony_kids_%26_the_marketplace%2C_then_%26_now
52. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
53. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
54. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
55. 'ChristmasCommercialism',MediaAwarenessNetwork,
http://www.mediaawareness.ca/english/resources/educational/teachable_moments/christmas_commercialism.cfm
56. http://www.nlcnet.org/CHINA/1201/ToysOfMisery.pdf
http://www.globalissues.org/print/article/237

18/19

1/5/2016

ChildrenasConsumersPrinterfriendlyversionGlobalIssues

Note,iftheabovelinkhasexpired,pleasetrythefollowingalternative
ThisisapressreleasefromWaronWantaboutthereport
http://www.waronwant.org/?lid=24
57. GlobalIssues:MediaConglomerates,Mergers,ConcentrationofOwnership,Lastupdated:Friday,January02,
2009,
http://www.globalissues.org/article/159/mediaconglomeratesmergersconcentrationofownership
58. http://www.nordicom.gu.se/clearinghouse.php?portal=publ&main=info_publ2.php&ex=232&me=3
59. http://commons.wikimedia.org/wiki/File:Variation_in_body_fat_12577.JPG
60. http://www.flickr.com/photos/ethanhein/1761227127/
61. http://commons.wikimedia.org/wiki/File:McDonalds_Happy_Meal.jpg
byAnupShah
Created:Friday,September07,2001
LastUpdated:Sunday,November21,2010

Theresenoughonthisplanetforeveryonesneedsbutnotforeveryonesgreed.MahatmaGandhi
Copyright19982015

DocumentRevisionHistory
Date
November
21,2010

Reason
Addedsomemoreaboutfoodindustrysattemptatselfregulationaswellassomenotesabouttaxingjunkfood

January8, Updatedchildconsumptionstatisticsandaddedmoreinformationonthechallengesofaddressingtheharmful
2008

effectsofadvertisingtochildren.(RemainderremainsuntouchedsinceMay14,2003fornow)

Thisprintversionhasbeenautogeneratedfrom
http://www.globalissues.org/article/237/childrenasconsumers

http://www.globalissues.org/print/article/237

19/19