THE NEED OF RESPONSIBILITY
Dept. of Pharmacy
Dr. Virendra S Ligade
Dept. of Pharmacy
FLOW OF PRESENTATION
Advertising to Children
Status of Advertisements in India
Classification of Advertisements to children
Ethical aspects of Advertising to children
Regulations in India and Various Countries
Pharmaceutical Advertisements to Children
• Advertisement is the non–personal communication of
information that is usually paid for and usually
persuasive in nature about products, services or ideas
by identified sponsors through the various media.
ADVERTISING TO CHILDREN
• Advertising to children is the act of marketing
or advertising products or services to children, as defined by
national legislation and advertising standards
• It is often the subject of debate, relating to the alleged
influence on children’s consumption.
• Children today are exposed to all types of advertisements in
the various media like Television, Print and Internet as well.
Children are more susceptible and easily get influenced by
• Advertisements are made in such a way to attract children and
they do not understand that its an Marketing strategy.
STATUS OF ADS IN INDIA
• The size of the Advertising industry in India is Rs.30,800
crore as of 2013.
• The advertising industry is growing at a rate of 7.4%compared
to the previous year
• According to ASCI ,television channels in India played 1.04
billion seconds of advertisements to children
• In India the advertising expenditure per year on products
meant for children but purchased by parents, like health
drinks, is 12 to 15 % of the total Rs. 38,000 million
• Children in India constitute 18.7 % of the World kids
population and one-third of our country's population is under
the age of 15 years.
• Thus in India, children form a massive 30% of the total
population and this segment is growing at a rate of 4% per
• This means a huge target market of 300 million is available to
advertisers and they are already focusing on the kids channels.
Status of advertisements in India
POSITION Name of the Company Amount Spent(in millions)
1) Hindustan Lever 376
2) Paras Pharmaceuticals 120
3) Procter& Gamble 114
4) Coca-Cola 95
5) Godrej Industries 80
6) Colgate-Palmolive 67
7) PepsiCo 62
8 Nirma Chemicals 52
9 Nestle 50
10 Dabur India 49
Classification of advertisements to children
1) Television Advertising
2) In School Marketing
3) Product Placements
4) Kids Club
5) Toys and Products with Brand Logos
6) Youth Targeted Promotions
• The largest single source of media messages about food to
children, especially younger children, is television. Over 75%
of US food manufacturers' advertising budgets and 95% of US
fast-food restaurant budgets are allocated to television.
• Food is the most frequently advertised product category on US
children's television and food ads account for over 50% of all
ads targeting children. Children view an average of one food
commercial every five minutes of television viewing time, and
may see as many as three hours of food commercials each
In School Marketing
• In-school marketing is the marketing to children and
adolescents include the desire to increase sales and generate
product loyalty, the ability to reach large numbers of children
and adolescents in a contained setting, and the financial
vulnerability of schools due to chronic funding shortages.
• There are many types of direct advertising in schools, such as
soft drink, fast food, or snack food corporate logos on athletic
scoreboards, sponsorship banners in gyms, ads in school
newspapers and yearbooks, free textbook covers with ads, and
screen-saver ads on school computers for branded foods and
• EX: McDonalds ,Frito lays, Hershey ,Kellogg's
• Product placement is increasing in popularity and becoming
more acceptable as a standard marketing channel. It typically
involves incorporating brands in movies in return for money
or promotional support.
• Fees are variable depending on the relative prominence of the
placement in movies, and are usually around $50,000 to
$100,000 in the United States.
• Product placement in the movies first gained attention in 1982
when it was reported that sales of the peanut butter candy
Hershey's Reese's Pieces increased by 65% within a month
due to its placement within E.T., The Extra Terrestrial.
• Several corporations have developed branded kids clubs as a
way to communicate with and maintain an ongoing
relationship so that they can participate in contests, receive
coupons and branded items such as posters, screensavers, and
discounts for items with the club's logo.
• Ex: Burger King, Nickelodeon, Sega
• The forms of advertising and marketing on the web differ
significantly from television commercials
• These sites include games, word-find puzzles, contests,
quizzes, riddles, music, e-mail cards, clips of commercials,
sweepstakes, downloadable recipes, desktop wallpaper and
screensavers that feature their products, and on-line stores that
sell licensed merchandise
• Children can also sign up to receive electronic newsletters
with news about products and promotions
• Ex:Tony the tiger, Chester the cheetah
FOOD COMPANY Example of web site content
Games, toys, tunes, and other downloads
are promoted along side their food items.
There is a special Big Kids Club link on the
home page where 4–12 year olds are
encouraged to become club members.
Homepage displays logos of all of this
corporation's food products. These
websites contain flashing icons and
banners, music, games, e-cards, and special
offers featuring the products and/or its
characters, (i.e., Chester Cheeto, the hip
animated character that advertises
There are animated games all promoting
the company's brands, i.e., Milk Duds Trivia,
Hershey's Syrup Flavor Farm, Twizzlers
Slider Puzzle, Hershey's Kisses Way to
Go, and recipes using Hershey's candy.
Toys and Products with Brand Logos
• There has been a recent trend among food companies to market
toys and products with brand logos to preschoolers and young
children to develop an early and positive relationship with the
child and thereby promote brand awareness and preference.
• The Food industry has partnered with toy manufacturers to
create toys that advertise food.
Youth Targeted Promotions
• Promotions are a commonly used marketing method for
reaching children and adolescents and include cross-selling,
tie-ins, premiums, and sweepstakes prizes
• Cross-selling and tie-ins combine promotional efforts to sell a
product. In the US, the food industry has forged promotional
links with Hollywood and Network studios, toy companies,
and sports league
• Premiums and sweepstakes prizes have increased recently and
are often used to appeal to children's and adolescent's tastes
• Advertisers have to be especially careful to act ethically at all
times, taking extra care when advertising to children, Should
not advertise potentially harmful products and use
psychological tactics to stimulate demand.
• Having a list of ethical and legal issues at hand when creating
advertisements can help companies to craft legal, responsible
Ad messages for the benefit of children.
• Children are easily persuaded and have a large pull on today's
market and as it is known by all advertisers even ones which
are not intended for the children are also sold as products.
• Children are among the most sophisticated observer of ads.
• They have strong feelings for the product.
Infant Milk Substitutes
• The Parliament passed the Infant Milk substitutes, Feeding
Bottles and Infant Foods(Regulation of production, supply and
distribution) Act in 1992.
• This Act prohibits the promotion of Infant foods, Infant milk
Substitutes and Feeding bottles.
• This Act ensures that “No impression is given that feeding of
these products is equivalent or better than breast feeding”.
Cable TV Networks Act
• The Cable Television Networks(Regulation)Act 1995 provides
guidelines for programmes and advertisements on television
and it set up some provisions related to children:
• Programmes on cable television should not denigrate children
• Programmes meant for children should not contain any bad
language or explicit scene of violence.
Comparison of Advertisements
• Nowadays the advertisers are engaged in unhealthy brand
comparison with the help of advertising in children.
• Such comparisons create problems and confusions for the right
choice of the product as far as children are concerned.
• Examples: Pepsi vs. Coca-Cola ,Colgate vs. Pepsodent,
Horlicks vs. Complan
• Advertising makes the kids aware of the new products
available in the market
• It makes them to learn moral lessons
• Advertising ethically causes children to motivate positively
• Some of the public service Ads are useful to children
• Negative Effects:
• Unhealthy advertisements are those which include dangerous
stunts, demand for luxurious life and learn unusual language.
• These advertisements encourage children to purchase the
Why do we need Regulation?
• Advertising has been in the vortex of controversy of the many
ills that it brings to the society
• Advertising is generally accused of encouraging materialism
or manipulating behavior generally contributing to the
downfall of social system particularly in children.
• Hence there comes a need for regulatory bodies and
• Truthful and fair to consumers and competitors
• Within the bounds of generally accepted standards of decency.
• Not used indiscriminately for the promotion of products,
hazardous or harmful to the society or to individuals,
particularly minors to a degree unacceptable to a society by an
Advertising Regulatory Bodies around the Globe
• Advertising Standards Council of India(ASCI)
• Federal Trade Commission of United states(FTC)
• Advertising Standards Authority for United Kingdom(ASA)
• Advertising Standards Bureau for Australia(ASB)
• Advertising Standards Authority for South Africa(ASA)
• European Advertising Standard Alliance (EASA)
• Japan Advertising Review Organization (JARO)
• Advertisement Law of the People’s Republic of China under
the State administration of industry and commerce
• Singapore Code of Advertising Practices(SCAP)
Advertising Standards Council of India
• Advertising Standards Council of India(ASCI) is a self
regulatory voluntary organization of the advertising industry.
• ASCI founded in 1985. The three main constituents of
advertising industry viz advertisers, advertising agencies and
media came together to form this independent NGO.
Consumer Complaints Council
For public awareness council time to time
puts up the advertisements in newspapers
Each year the council receives 150
50 are upheld
80 are voluntarily withdrawn/modified
Children Advertising Review Unit
• It is an independent self-regulatory agency for the promotion
of responsible advertising to children under the age of 12 in all
media. CARU reviews and evaluates advertising for truth,
accuracy, appropriateness and sensitivity to children in
accordance with its Self-Regulatory Program for Children's
Advertising (the Guidelines) and relevant laws
Children Online Privacy Protection Act
• It details what a website operator must include in a privacy
policy when and how to seek verifiable consent from
a parent or guardian, and what responsibilities an operator has
to protect children's privacy and safety online including
restrictions on the marketing to those under 13.
AUSTRALIA Advertising before and after children
programme is banned
BELGIUM Advertising is banned with certain
CANADA Advertising to children is proscribed
FRANCE Advertisement banned to children
under 14 years of age
GERMANY New regulations
IRELAND Advertising before and after children
programme is banned
SWEDEN Advertising to children is proscribed
ITALY Proposals to ban advertising to
NORWAY Advertising is not permitted in children
programme lasting than 30 min
Case study #1
• COMPANY: Hindustan Unilever Limited
• PRODUCT: Surf Excel Liquid Detergent and Bar
• COMPLAINT: Ad depicts a child sprinkling ink on his white
shirt and face and teeth.
• Nature of Complaint: Ad is very offensive and negative in
Nature and children with impressionable minds could ape it
with disastrous results. Ink is toxic, is it safe to allow the ink
to get into the child's mouth and the ink even discolors his
• DECISION: Upheld
The CCC viewed the TVC and concluded that the visual
depiction of “a child with ink stained teeth and mouth”, is
likely to encourage minors to emulate such acts in a manner
which could cause harm to them
Case Study 2
• COMPANY: Nirma Ltd
• PRODUCT: Nirlife Ener-G drink
• COMPLAINT: Ad shows - “a child is late for school, denied
entry by watchman, scales high walls, jumps over terraces,
performs various stunts to gain entry via classroom window
and proudly flips out energy drink and gains admiration of a
girl in a class”
NATURE OF COMPLAINT:
• "Ad shows - “a child is late for school, denied entry by
watchman, scales high walls, jumps over terraces, performs
various stunts to gain entry via classroom window and proudly
flips out ener-g drink and gains admiration of a girl in a class
"It's dangerous for children who are liable to imitate the act
and It’s wrong to show 'pride in wrong activity' especially by a
pre - teen. “
• The CCC concluded that the TVC shows dangerous acts which
are likely to encourage minors to emulate such acts in a
manner which could cause harm or injury. The advertisement
contravened Chapter III.2(b) of the Code. The complaint was
Case Study 3
• COMPANY: Heinz India Ltd
• PRODUCT: New Complan with 8 Memory Chargers
• "TVC claims: “New Complan contains the nutrition of
Complan and the power of 8 memory chargers”, These
memory chargers are graphically shown to be protein, iron,
iodine, zinc, vitamin B12, folic acid, vitamin B6 and choline.
“They help improve a child’s memory”. TVC shows - “a child
neglecting a plate of complete meal” and claims “feeding
children with the New Complan”. "
• NATURE OF COMPLAINT:
• It means that children who neglect their daily meals can
suffice their nutrition needs with a cup or two of Complan.
This claim needs to be substantiated. "
• DECISION: UPHELD
• The CCC considered the third party independent data provided
by the Advertiser and concluded that the claims were
substantiated. Also, the TVC was not considered to be
objectionable. The complaint was NOT UPHELD.
• The Existing rules and laws should not only be strictly
implemented but should be harmonized to curb the unethical
advertising and practices to the children.
• Members of all Aspects of Every Profession need to come
together and remain vigilant to shield child health from
business and trade.
• There is urgent need for the Authorities to draft and implement
laws that do not deal with the advertising in general but are
specifically related to every aspect of advertising especially
with those of which target young children and kids and
necessary measures should be taken to avoid confusion among
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