Guidelines for Marketing to Children

by Corey May, M.S., Bar Certified Paralegal

The turning point in 1990 was The Children’s Television Act (CTA).  CARU Children’s Advertising Review Unit recommends that advertisements should not mislead children about the product, its performance or nutritional value.  CARU has stated that the visual impression that children receive from the majority of advertising is as strong or stronger than the verbal message.

Studies report that another misconception is a misrepresentation of the people who eat the food almost always white children with the male dominate.  Fat or obese children are rarely shown.

The Legal Breakfast Rule = An unofficial oath of cereal makers to state that every morning should be started with a nutritious breakfast.

Using premiums to entice children is considered unfair.

CARU states that using extreme pressure is unfair in children’s advertising.  Advertisers are banned from asking children to ask their parents to buy products seen on commercials.

How Can we make television shows and advertising a better product for kids?

Since we understand that television is a tool we need to enhance the tool to have educational meaning that is good and wholesome.  Not every show kids has to be the same and the same format.  The more variety in the television shows, the greater the networks have for new types of advertising=ing, new exposure of food products for children and the restoration of allowing children to become learning individuals with choices who are independent thinkers.

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