Children and Advertising

Before I had a child, I never had any strong thoughts on the controversial topic of advertising toward children. I would even go as far as to say that I thought it was a non-issue and that if parents were so upset about television advertising, they shouldn't let their kids watch TV. While I may have agreed that it was not an ethical or wise marketing decision to place Joe Camel billboards near schools, I also did not really believe that Joe Camel billboards (or the character itself) was a major factor in young people's decision to experiment with cigarettes.

Government agencies like CARU (Children's Advertising Review Unit) provide marketers with some guidance as to what constitutes responsible marketing toward children (in case marketers lack common sense or a basis understanding of business ethics). These recommendations are based upon the assumptions that: 1) children cannot understand the selling intent of commercials and 2) children cannot understand the content of commercials. Some of these smart recommendations include:

1. Advertising should not be deceptive or unfair 
2. Advertising should distinguish between reality and fantasy (and commercials and programing) 
3. Advertising should show children how to use the product appropriately taking the proper safety precautions 
4. Disclaimers should be stated in terms that children understand 
5. Advertisements should not tell children that a product will enhance their social status or that their parents are better than others for having bought the advertised product 

However, after having a child and watching his reactions to different forms of advertising, I have come to realize that advertisements have a very strange power and influence on children that is perhaps a little scary. Here are some examples:

1. Before talking, our one year old would become entranced whenever this popular Norfolk Southern commercial came on - https://www.youtube.com/watch?v=vOtQgM8Hc60. You could not detract his attention away from the television when it was on. 
2. While on vacation at two years old, planes would fly over the beach with banners. Our son particularly liked the Geico banner featuring the Gecko. Afterward, anytime he saw an airplane, he would say, "Look Mom. It's Geico!" 
3. At age three, our child’s letter to Santa included a complete list of every single boy’s toy advertised on Disney or Nick Jr. He did not ask for anything he had seen at a friend’s house or at preschool. 
4. At age three, our son also lectures us (and Santa, in his letter) about the difference between boys and girls toys by describing who he sees playing with different types of toys on Disney and Nick Jr. 

I’m not saying that current regulations and best practices are not enough. But having a child has definitely taught me a lot about the power of commercials on young children – and I do not like it. More research needs to go into understanding how children process content from advertisements. Social and regulatory controls will definitely need to evolve with this research. On the positive side, my college students do not seem to pay much attention to commercials. So, the strange influence of commercials on my child will probably get better over time and hopefully not do any lasting harm.

Any other thoughts out there about the issue of children and advertising and what should be done from a parental, societal or regulatory standpoint? Does anyone have any clever ideas about potential research studies that could fill in some of the knowledge gaps in this area?