Exploring the Negative Effects of Marketing to Children & Regulations

This essay discusses the negative effects of marketing on children, highlighting how marketing strategies influence their purchasing behavior and overall well-being. It addresses the increasing trend of companies targeting children through various media channels, including digital platforms, and the potential risks associated with such marketing tactics, such as negative health impacts, materialistic tendencies, and aggressive behavior. The essay also examines self-regulatory codes and their effectiveness in protecting children from misleading advertisements, using the Australian self-regulatory code as an example. It emphasizes the need for stricter regulations to safeguard children from the pervasive and often harmful effects of marketing.

Running head: NEGATIVE EFFECTS OF MARKETING TO CHILDREN AND REGULATIONS FOR IT
Negative effects of marketing to children and regulations for it
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1NEGATIVE EFFECTS OF MARKETING TO CHILDREN AND REGULATIONS FOR IT
Negative effects of marketing on children
Marketing of products and services plays a significant role in the sales of the
organisations and ultimately accelerating the national economy of a country. Marketing firms
these days are eager to adopt and execute strategies and tactics that fulfils the purpose of
earning hefty profits for the companies. Marketing of products have become a powerful tool
that influences young children all over the world. Marketers target children as one of their
key consumers and henceforth, shape and design marketing strategies according to their age.
Now it has been observed that children have always been one of the key group of consumers
that the companies target (Kneafsey et al., 2013).
Current trends in advertising
According to Calvert (2008), companies tend to be more interested towards targeting
children since the increase in discretionary income of children resulted in influencing the
purchasing pattern of parents. In addition to this, the increasing number of television channels
has contributed in categorising smaller audience members and therefore, narrowing down the
category to children.
Negative impact on children
Children and adults of current generation are highly dependent on digital forms of
media. Marketers realise this technological dependency of children and design their
marketing campaign and strategies accordingly. Research on the traditional media,
advertisement had recognises health concerns and negative results over the period that are
interlinked with the duration of content (Anderson, 2018). There are several types of
advertisement, which may attract children with money to play games. Apart from these,
children may be, as well persuaded to purchase the product messages of the advertisement,
may be interpreted in such a way that may influence the mental health of children.

2NEGATIVE EFFECTS OF MARKETING TO CHILDREN AND REGULATIONS FOR IT
Misleading marketing tactics influencing children
Risk of such advertisement include negative health issues, impact on their sleep,
concentrating and on their capability of learning. This could also at times give rise to major
depression leading to unsuitable contents or contacts. Digital media allows sharing if
information through various kinds of advertisement including text, photograph that are not
appropriate for children (Radesky, Schumacher & Zuckerman, 2015). These, could often lead
to traumatic stress coming from an increased desire of buying products shown in the
advertisement. This may develop a materialistic idea leading to aggressive behaviour. (Cole,
2018).
Targeting the young children
According to Harms and Kellner (1991), the advertisements have the power of
developing a meaning in the minds of consumers with the help of visual imagery. Although
the type of products sold for the children has remained the same over the years, but the
purchasing power of the Children as increased over the time. However, growing number of
television station and online programs have led advertisers to easily influence the children
and youth. This is because most of the children are dependent on media and technologies.
Types of advertisement
The imagery used in advertisements may mislead the fact or truth behind it. For
instance, the promo advertisements of beverages such as Coca Cola or Pepsi have been
endorsed in the market in such a way that it influences the consumers to believe the
advertisement (Harris et al. 2009). Despite of its related health implications, the giant junk
food companies promote their products in such an appealing way that the young consumers
could not resist their buying behaviour. A key obesogenic environment that is omnipresent in
the society is the food marketing that directs the young children. Companies spend over $1.79

3NEGATIVE EFFECTS OF MARKETING TO CHILDREN AND REGULATIONS FOR IT
billion for promoting food directly for the children. The internet platform tends to reach
children in number of ways. As a result of which obesity amongst children are growing at a
adverse rate (Schwartz, Kunkel & DeLucia, 2013).
Self-regulatory code
In Australia, the self-regulatory code of advertising was set up almost 40 years ago in
order to protect the consumers from the false and misleading advertisements in the market
(Anon, 2018) The rules and regulations incorporated within this system is to keep a check on
the advertising, marketing and media industry and for the purpose of protecting the
consumers. Henceforth, making a greater impact on children’ mind and consuming
behaviour. The self-regulatory code on the other hand is lagging behind on keeping a check
on these advertisements.

4NEGATIVE EFFECTS OF MARKETING TO CHILDREN AND REGULATIONS FOR IT
References
Anderson, J. (2018). Apps for toddlers are full of manipulative, age-inappropriate ads.
Retrieved from https://qz.com/1444236/apps-for-toddlers-are-full-of-manipulative-
age-inappropriate-ads/
Anon, (2018). Adstandards.com.au. Retrieved from https://adstandards.com.au/blog/how-
self-regulation-works-and-why.
Calvert, S. L. (2008). Children as consumers: Advertising and marketing. The future of
children, 205-234.
Cole, S. (2018). The best social media stories & campaigns from October 2018 -
Econsultancy. Retrieved from https://econsultancy.com/best-social-media-stories-
campaigns-october-2018/
Harris, J. L., Pomeranz, J. L., Lobstein, T., & Brownell, K. D. (2009). A crisis in the
marketplace: how food marketing contributes to childhood obesity and what can be
done. Annual review of public health, 30, 211-225.
NewsComAu. (2018). Is it time to give junk food ads the flick?. Retrieved from
https://www.news.com.au/lifestyle/health/why-australia-should-restrict-tv-marketing-
of-junk-food-ads-targeted-at-children/news-story/
d171bbba5d4dc0b6c95a27630f74e895.
Radesky, J. S., Schumacher, J., & Zuckerman, B. (2015). Mobile and interactive media use
by young children: the good, the bad, and the unknown. Pediatrics, 135(1), 1-3.
Schwartz, M. B., Kunkel, D., & DeLucia, S. (2013). Food marketing to youth: pervasive,
powerful, and pernicious. Communication Research Trends, 32(2), 4.