The Drawbacks of Children’s Advertising

Burch, Chairman of Federal Communications Commission of US believes “that in case of advertising directed to children, the standards of what is false and deceptive must be judged in light of the crucial fact that the audience is so unsophisticated, so young and trusting. It is, I submit, intolerable to seek to bilk the innocent with shoddy advertising appeals. As some person amply put it that is akin to statutory rape.”(243) What Burch makes clear …

…knowledge and the maturity of their audience. In addition, they should be careful not to exploit the dreams of children nor stimulate them irrational expectations of product performance. Furthermore, I think it would be good if the advertisers make their ads within the limits of positive social standards like justice and friendship. And finally the ads should contribute to parent – child relationship and not to affect it, although primarily it is the responsibility of parents.