A Meta-Analysis of the Ethical and Regulatory Issues Surrounding Advertising to Children

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Author
Rossiter, Joseph
Date
2015Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
Advertising to children has widely been recognised as an increasingly
important topic within marketing. With the mediums used for advertising
broadening, it has becoming increasingly difficult for parents to police their
children’s exposure to advertising and to understand the extent to which
children are aware of its persuasive intent. Furthermore, the lines between
advertising and entertainment have become increasingly blurred, leading to it
becoming more difficult for children to differentiate between them. There is
also an ethical debate as to whether it is businesses’ responsibility to protect
children or whether their aims should be solely commercial. This research
explores, using a meta-analytical approach, whether advertising in its many
forms has caused a number of issues and if so, what the possible solutions are
according to leading academics, practitioners and policy makers. The paper
concludes that the majority of the research suggests that advertising
regulation is inadequate. Thus, alternate solutions are considered.
Description
BA (Hons) Marketing Management
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