Should the U.S. Government Regulate Advertising Targeted Towards Children? By: Melinda O’Cañas
Social Problems Child Obesity Materialistic Habits Violence/Harmful
Background and History Two government agencies that monitor the marketplace:
Side A(Proposed government regulation) General Parties: Some parents Some pediatricians & health care professionals Most child psychologists Consumer protection groups Specific Parties:
Advertising Educational Foundation (AEF)
American Academy of Pediatrics
Children’s Advertising Review Committee (CARU)
Emily Roberts (Treaty Oak Psychotherapy – Austin)
Side AIssues and Arguments “Childhood obesity is quickly becoming a global health concern as figures reach epidemic proportions” (*Source: Advertising to Children 2). “Children create and begin to model a lifestyle based on the advertisements they view” (*Source: Wright 51). “Advertisers expose too many negative and potentially harmful advertisements to children (*Source: Gunter, Oats, & Blades 81).
Side B(Opposed government regulation) General Parties:
Some advertising agencies
Some global economists
Some television stations
American Association of Advertising Agencies (AAAA)
Child’s Play Communications
Children’s Food & Beverage Advertising Initiative
Hilary Fox (LatinWorks Advertising Agency)
Side BIssues and Arguments “It is the parents or guardians responsibility to monitor what their children view” (*Source Toops 3). “Since we live in a capitalistic society, advertising is a business that sustains a way of life and economic success for the U.S.” (*Source: United States 4). People rely on it to work, businesses rely on it to sell their products, and consumers rely on it to choose products they identify with” (*Source: United States 9).
Analysis of Side A’s Arguments Values Health, family, self-esteem, fairness, & education Obligations Protecting their children, pushing for more gvnt. regulation Consequences Statistics will begin to show the decrease of child obesity, the fall of child/adolescent violence, and less materialistic habits Normative Principles: The Principle of Act (or direct) Utilitarianism & The Principle of Human Well-Being
Analysis of Side B’s Arguments Values National & global economy, the right to freedom of speech, currency, competition, fairness, and education Obligations To distribute their informative ad campaigns to children & parents to sell their goods and create awareness of their brand Consequences The national economy will suffer tremendously as advertising is a billion dollar industry Normative Principles: Milton Friedman’s Principle of Compensation & The Principle of Autonomy
Side A – Field Research Emily Roberts – Treaty Oak Psychotherapy Children, Adolescent, & Family Therapy Neurogistics Practitioner Educational Public Speaker Published Author “…Children are unable to identify how advertising influences their decision making, or how advertisements make them feel…”
Side B – Field Research Hilary Fox– LatinWorks Advertising Agency Head of Kimberly-Clark account Huggies, Pull-Ups, Kotex, Kleenex, & Cottonelle “…It is essentially the parents’ responsibility to monitor what their children watch or come in contact with; advertising does benefit children because it basically teaches them consumerism habits…”
Civic Engagement Bethany Prescott – Private Practice Parenting coach Workshop trainer School Consultant Volunteer by assist in prepping and getting ready for upcoming workshops, in both her services to schools and parents.
Final Solution Educating children about advertisements, what the effects are, and the different ways we can change how current messages are sent out. Both sides to merge together in effort to agree that organizations like CARU will serve as a review committee that will have experts from areas such as: education, communication, child development, child mental health, marketing and nutrition.