Why Regulate Advertising: “Some might say that the very idea of regulation of advertising is incompatible with the concept of a free market. In fact, I believe, the opposite is true. One of the fundamentals of a market economy is the free flow of information about goods and services offered for sale ,,and informed consent by consumers.. Mary Azcuenaga, FTC 1997
Children as vulnerable consumers?
Advertising Standards Code
Ads to Kids Guidelines
The purpose of the Code is to serve as a guide to advertisers and agencies in preparing commercial messages which adequately recognize the special characteristics of the children's audience. Children, especially the very young, live in a world that is part imaginary, part real and sometimes do not distinguish clearly between the two.Children's advertising should respect and not abuse the power of the child's imagination.
The foregoing does not imply a call for the elimination of fantasy in children's advertising. Many childhood possessions become particularly meaningful as they are incorporated into the child's fantasy world and it is natural and appropriate to communicate with this audience in their own terms. But such presentations should not stimulate unreasonable expectations of product or premium performance.
Imitation and exploration have always been part of the child's learning process and the broadcast media now form part of that experience. Discretion and sensitivity will be exercised by the Children's Clearance Committee when reviewing children's advertising, particularly with reference to sex-role stereotyping and violence consistent with the principles of industry broadcast self regulatory codes such as those endorsed by the Canadian Association of Broadcasters (CAB), Advertising Standards Canada (ASC) and the Canadian Broadcasting Corporation (CBC).
It is recognized, of course, that it remains the primary responsibility of parents "to instruct a child in the way that he/she should go". The Code and the Guidelines that are issued from time to time are designed to help advertisers avoid making that task more difficult.
Irwin Toys vs Quebec and the ban on marketing to kids under 12 as commercial manipulation
Irwin Toys vs Quebec and the ban on marketing to kids under 12 as commercial manipulation
Review of advertising standards: what are the criteria and rationales for regulating commercial speech to children?
a) media are public airwaves (no regulation of commercial speech on the web)
but at the discretion of the broadcaster (Adbuster case challenges this)
b)Commercial Speech: in the public interest: defined by Advertising Standards
a. expresses community values and promotes healthy attitudes
b. does no harm to children
c. is not deceptive or misleading
d. facilitates informed choice in the marketplace
Child Empowerment vs. Corporate Colonization
Are kids vulnerable due to cognitive limitations ? (recognize commercials and make critical readings of information)
Are advertising using deceptive and misleading techniques? (claims and spokespersons)
Are there long term cultural consequences to marketing of children’s products?
Assumption of informed choice
information about products is universally available (vs skewed)
subjects are capable of a risk/ cost/ benefit analysis of their interest in the product
Belonging: culture capital; peer pressures; gangs and opposition
Problems of Happiness: depression, inequalities of opportunity; lack of real choice/ diversity due to the biases of corporatized market system
“...the last toy that we bought was that light thing from Disneyland...because he hounded us, actually we did it to keep our sanity.” “constantly nag nag nag ... I gotta have this mom... ...especially when he is watching the afternoon TV shows...”
The Production of Family Dysfunction: Depression, compulsion and Conflict
Body Image and Self Esteem
Fast Food, Sluggish Kids
Issues of identity and well being in consumer society
Most popular snack products eaten after school, April 2003 Base: 629 children aged 7-16 source: BRMB/Mintel 2003
British Survey (Guardian May 10 2003)
82% want food advertisements regulated
79% think food manufacturers irresponsible
45% worried about how healthy the food they eat is
52% with children under 18 support ban
78% trust consumer groups
Beware the cynical 10 year old
I’m not lovin it
Don’t they know that food is bad for you
Why don’t people eat them -- is it cause they taste so bad?
Cynical or Savvy
Yes I do know that. I also knew that, but I don't care. Cause you can't stop us. Kids outnumber population on earth, ha, ha. No I didn't know that one. You can't control us in our homes with our parents. I will see my uncle. You know some day kids will RULE, RULE I tell you, and when it happens you will be banished
I don't think that its ethical that big companies pay actors and other guys to show stuff on their movies. For example, when I watched Spider-man, when Spiderman just gets his powers he is shooting his webs and he gets a Doctor Pepper ™ back. I don't think this is right because if I was watching a movie I really liked and then found out it was trying to get me to buy stuff I would feel cheated. …. in conclusion, the leaders of big companies are morons
Beyond the Canute Complex:commercialization of schooling
Commodification: Coke, lunch etc.
Mediatization: Channel One, Cable in the classroom, Computers
Promotionalization: playgrounds, McTours, Essay contests, branded material, industry curriculum, social marketing, banks
MCDONALD'S UNVEILS GLOBAL AD CAMPAIGN AIMED AT CHILDREN
Marketing Effort Responds to Obesity Controversy March 08, 2005
By Lisa Sanders
NEW YORK (AdAge.com) -- McDonald's Corp., the world's biggest fast-food chain, today unveiled an aggressively positive global marketing campaign to promote eating right and staying active, especially in messages geared to children, even as other marketers are shying away from ads aimed at youngsters.Among the health-oriented visual gimmicks in the new McDonald's TV ads is an animated lettuce head character.
The global effort is clearly a response to the public health advocates, governments and other critics who have called for a crackdown on the food marketers they blame for an explosion in childhood obesity.
At a crowded McDonald's restaurant in Times Square this morning, McDonald's CEO Jim Skinner introduced the effort, which includes TV commercials, sponsorships with various media and nonprofit organizations, Web sites, in-restaurant promotions and endorsements from celebrities and athletes, all aimed at families and children.
Nutritional balance The message: People should pay attention to the foods they eat and their level of activity to find the right balance.
"We're focusing on energy balance in this broad-based, global program and providing a framework that will be adapted around the world, country by country," Mr. Skinner said. "Our size and our strength allow us to set an example."
Added Dean Barrett, senior vice president and global brand business officer for global marketing: "We are listening, we are learning, and we are going to change."
Ad budget shifted
The health-related ads incorporate and expand on McDonald's global tagline, "I'm lovin' it," to say "It's what I eat and what I do ... I'm lovin' it." McDonald's would not comment on how much the effort costs, though Mr. Barrett said a "significant part" of the company's retail marketing budget aimed at children will instead be allocated to the campaign in the U.S.
Kraft phases out snack ads
McDonald's, which in the U.S. is partnering with various media companies including children's network Nickelodeon, part of Viacom, and children's publisher Scholastic, is taking a markedly different approach than other food marketers feeling the heat in the childhood obesity debate. Kraft Foods, for instance, in January announced it would stop advertising snacks such as Kool-Aid and Oreo cookies to children between the ages of 6 and ll. Kraft this year is phasing out all TV, print and radio ads targeting that age group, which accounts for about 10% of its advertising budget.
McDonald's Mr. Barrett said, "We have a job to do in communicating this message. We are not going to back away; we are not going to stop talking to kids in ways that are relevant."
Ads adapted to local markets
The new TV ads, created by Publicis Groupe's Leo Burnett USA, Chicago, feature popular athletes such as tennis stars Venus and Serena Williams and snowboarding pro Crispin Lipscomb. The commercials are being adapted to local markets globally by Leo Burnett offices worldwide. Other McDonald roster agencies, such as Omnicom Group's TBWA Worldwide and DDB Worldwide, are also involved in the global adaptation.
The commercial featuring the Williams sisters includes the lyrics "I'm burnin' calories like a fiend. ... Leafy greens so right for you. I'm making good choices, you can, too," while shots of salads and other menu items are interspersed with shots of the tennis stars on the court.
Ronald sports workout gear
McDonald's is also putting its well-known icon and "chief happiness officer," Ronald McDonald, to work on the new lifestyle mission. The character sports snappy yellow-and-red-colored workout gear and appears in some of new TV commercials as well as on various packaging and outdoor creative executions, all of which show him in some form of physical activity, such as scaling one side of an office building.
Fourteen 8- and 9-year-old children from the Police Athletic League in Harlem attended this morning's event as part of PAL's program to encourage healthy diet and exercise habits in children. "This is a compromise on both sides," said John Alvarez, PAL director of special programs. "Just to have an endorsement from a place that kids idealize, that's important. At least kids are getting the same message from McDonald's and from us."