subject: Marketing To Children - Have Your Say! [print this page] The subject of marketing to children is one which has been discussed increasingly fervently over recent years, and in the run up to this years election it has featured heavily in the manifestos of political parties. The two main issues are the sexualisation of children and the possible influence marketing may play in obesity and bad diet.
For a long time, David Cameron has made his thoughts clear on giving children their childhood back and pointed out how various forms of media can influence children. In 2008 he criticized Woolworths for launching a bedroom furniture range that was called Lolita and earlier this year he made comments about the work of singer Lily Allen being unsuitable for his six-year old daughter.
Is marketing exclusively to blame for children becoming sexualized, or is it merely a cog in a society-wide phenomenon? Are parents to blame for exposing their children to these grown-up influences, or is the prevalence of celebrity too great to avoid? If it is, is this because of advertising and marketing pushing celebrity on to us, or is it the result of a natural human curiosity that has been made easier to satisfy with the advent of ultra-high speed communications?
In the US, the pending release of the film Iron Man 2 is providing the opportunity for dozens of companies to partner with the Iron Man brand in licensed promotions. Amongst these companies are Burger King, Hersheys and Dr. Pepper. Are these companies guilty of pushing their products onto teenagers using the affiliation with the film, or are they simply doing what they need to do to remain competitive in a market that is fuelled by the hunger of a nation that has become conditioned to expect food when they want it, where they want it?
What are your thoughts on marketing to children? Is it ethical? Is it a cause of obesity? Are our children being sexualized by advertising? Have your say here by visiting the link in the resource box and taking 30 seconds to participate in our survey.
by: Steve Mann
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