Professional Documents
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Advertising & Children - ACS
Advertising & Children - ACS
Advertising & Children - ACS
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
2
INTRODUCTION
4
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
6
HOW DO THEY ADVERTISE TO CHILDREN?
AD FORMS
7
IMPACT OF
ADVERTISING
TOWARDS
CHILDREN
POSITIVE IMPACT
9
GOOD SOUCE OF INFORMATION
REINFORCE GOOD HABITS
TEACH THEM MORAL VALUES
MAKE THEM CONFIDENT
Negative IMPACT
14
NEGATIVE IMPACT
Encourages impulse
buying
Unrealistic expectations about
relationships
Encourages materialism & Unhealthy
eating habits
Can be misleading
LEGAL ASPECTS
SELF REGULATING BODIES
Limited capacity for evaluating the Childhood obesity has become a Watching advertisements
credibility of information worldwide issue meant for an older audience
21
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.
22
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
₹
26
ADVERTISEMENTS
27
NIRMA – NIRLIFE ENER-G DRINK AD
SURF EXCEL INK AD
COMPLAN 8 ENERGY BOOSTER AD
Conclusion