Advertising to Children - the APA attack
- Posted by Kati on February 24th, 2004 filed in mktg brainlog
This came in today’s IAB newsletter:
“The American Psychological Association yesterday recommended restricting advertising aimed at children ages 8 and younger. The association says young children aren’t capable of recognizing the persuasive aspect of advertisements and are likely to take them as the truth.”
Adage story: Report hits commercialization of childhood
Compare this with the fact that Spongebob Squarepants made it onto Adage’s “Top 10 People (?) who Made a Mark on Marketing” list (link) last year.
The explanation speaks volumes: “The lovable nerd racked up $750 million in sales of licensed merchandise after just three years on the air. Kraft, Nabisco, Ford Motor Co. and Burger King have used him for tie-ins.”
And Spongebob is just one, there’s Mickey, Scooby Doo, and so many more.
Unfortunately, i don’t think the APA’s study will have any effect on advertising to children. The arrogant comments quoted from Advertising Associations’ chiefs says everything. They of course again argue that parents are the ones responsible to make sure their children do not absorb too many advertising messages and their other main argument “the child is not going to get in the car and make a purchase” from the mouth of an advertising executive is just hilarious, especially when you consider the amount of marketing dollars spent at children. Nothing else than strict government or association controls would stop the trend, but the association of course has no financial interest in not advertising to children.
So, in the end, it will be the parents who nevertheless have to take control, but they do so in an increasingly difficult environment where the kids are bombarded by ads from all directions. There is no other option left than to try the best they can.