Advertising is a pervasive influence on children and adolescents. Young people view more than 40 000 ads per year on television alone and increasingly are being exposed to advertising on the Internet, in magazines, and in schools. This exposure may contribute significantly to childhood and adolescent obesity, poor nutrition, and cigarette and alcohol use. Media education has been shown to be effective in mitigating some of the negative effects of advertising on children and adolescents.
INTRODUCTIONSeveral European countries forbid or severely curtail advertising to children; in the United States, on the other hand, selling to children is simply "business as usual." 1 The average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. 2 Increasingly, advertisers are targeting younger and younger children in an effort to establish "brand-name preference" at as early an age as possible. 3 This targeting occurs because advertising is a $250 billion/year industry with 900 000 brands to sell, 2 and children and adolescents are attractive consumers: teenagers spend $155 billion/year, children younger than 12 years spend another $25 billion, and both groups influence perhaps another $200 billion of their parents' spending per year. 4,5 Increasingly, advertisers are seeking to find new and creative ways of targeting young consumers via the Internet, in schools, and even in bathroom stalls. 1
THE EFFECTS OF ADVERTISING ON CHILDREN AND ADOLESCENTSResearch has shown that young children-younger than 8 years-are cognitively and psychologically defenseless against advertising. 6-9 They do not understand the notion of intent to sell and frequently accept advertising claims at face value. 10 In fact, in the late 1970s, the Federal Trade Commission (FTC) held hearings, reviewed the existing research, and came to the conclusion that it was unfair and deceptive to advertise to children younger than 6 years. 11 What kept the FTC from banning such ads was that it was thought to be impractical to implement such a ban. 11 However, some Western countries have done exactly that: Sweden and Norway forbid all advertising directed at children younger than 12 years, Greece bans toy advertising until after 10 PM, and Denmark and Belgium severely restrict advertising aimed at children. 12 www.pediatrics.org/cgi